March 19, 2025
SEOUL – People often look for bakeries dubbed “matjib,” places recommended on the internet or social media for great-tasting food, in search of perfect baked goods.
Some bakeries boast a long line of customers who would not dream of getting their baked goods and coffee from anywhere else. But are these places worth the hype and wait?
Here are the results of a taste test of four popular bakeries in Seoul.
Soha Salt Pond in Ikseon-dong, Jongno-gu, central Seoul. PHOTO: THE KOREA HERALD
Soha Salt Pond
A signature item at this Ikseon-dong bakery is the fresh strawberry cream pastry. It consists of a crispy, flaky, golden-brown puff pastry base with a generous amount of whipped cream and a strawberry on top, with a light dusting of powdered sugar. The strawberry pastry is about as far on the “sweet” end of the dessert spectrum as it gets and the half of a strawberry on top just doesn’t cut it.
The cheese olive salt bread had a rich cheese taste and saltiness that stood out on the first bite, showing why Soha Salt Pond is popular on social media for its creative use of salt in its bread. The bread was filled with olives and the chewy texture of the bread made the eating experience more enjoyable.
The rice bread (bottom), pollack roe baguette and milk tea are served at Solbangul Bakery in Seosulla-gil, Jongno-gu, central Seoul. PHOTO: THE KOREA HERALD
Solbangul Bakery
This bakery’s go-to menu is rice bread made with 100 percent Korea-produced rice flour. The bread had a crunchy texture on the outside and was tough inside. Also, the overall taste was rather bland ― it had neither sweetness nor saltiness to make it stand out. A cup of milk tea added a bit flavor that was lacking in this bread.
The pollack roe baguette is another popular item. It had a strong savory taste of pollock roe, which might not be to everyone’s taste. Fair warning ― get it only if you are a pollack roe lover.
The baguette itself was a disappointment. It was too greasy and salty and a little unpleasant to eat. Contrary to the positive reviews on social media, it was surprisingly below average. Also, the baguette was difficult to cut with a knife and to chew, another reason it was not worth the praise it received online, in my view.
(Clockwise from top) A plain bagel, lemon madeleine and bacon pizza bread are served at Aufglet Seongsu in Seongdong-gu, eastern Seoul. PHOTO: THE KOREA HERALD
Aufglet Seongsu
Aufglet Seongsu’s plain bagel had a crispy exterior that was well-seasoned, with saltiness on both sides, and the bagel was light and chewy inside.
The lemon madeleine was soft, cakelike and flavored with lemon, creating the perfect accompaniment to a cup of milk tea. With one first bite, the lemon flavor spread in the mouth, and the soft and silky texture of the sugary coating made it taste even better.
The bacon pizza bread had sliced bacon amid the tomato sauce with parmesan cheese baked into it on top, which was worth the hype.
A butter salt bagel and basil tomato bagel are served at Bake Mogul in Seongdong-gu, eastern Seoul. PHOTO: THE KOREA HERALD
Bake Mogul
Bake Mogul is taking social media by storm with its bagels. However, its signature butter salt bagel and basil tomato bagel could not be more disappointing. The two bagels tasted rich on the first bite but they were neither crispy nor chewy. The bagels here were the most dense out of those served at the four bakeries.