In Seoul, BO&MIE develops a creation for the Korean market

On 6 April 2026, the Shinsegae Gangnam counter launches the Bark Choux — 바크슈 in Korean, a contraction of “crunchy cream puff”. A classic French choux, with brown sugar and butter added, then coated in a caramel that sets into a crust as it bakes.

A response to a local trend

The creation doesn’t come out of nowhere. For several months, the Korean dessert market has been swept by what the local press calls multi-texture: pieces that bring several consistencies together in a single bite. The cream puff, in its French form, offers only one — soft. The caramel on top settles exactly that point.

Three fillings at launch: chocolate, vanilla, matcha. They are sold in tens or fifteens, in a pop-up set up in the department store’s basement, at Sweet Park, until 14 April.

What this says about the model

The interest of this small piece goes well beyond the pop-up that launches it. It shows that an outpost nine thousand kilometres away doesn’t merely sell a fixed French catalogue: there is, in Seoul, a product-development capacity, able to read a local trend and answer it from the house’s know-how rather than by setting it aside.

That is the difference between exporting and settling in. The six hundred thousand visitors of the first year say that an address has found its public; a creation designed for that very public says it has started talking to them. The rest of the menu is to be seen among our creations.