OpeningElsewhereSeoulFebruary 28, 2025
BO&MIE opens its first address in South Korea
On 28 February 2025, BO&MIE opens at Shinsegae Gangnam in Seoul, one of South Korea’s most emblematic department stores. A first Asian location, developed with Shinsegae Food.
Photo: BO&MIE / Shinsegae
The counter opened on 28 February 2025 on level B1 of the Shinsegae Department Store in Gangnam, Seoul. Around 180 square metres, and close to eighty products at launch: breads, viennoiseries and desserts. It is BO&MIE’s first address in Asia.
A partnership with Shinsegae Food
The location was developed with Shinsegae Food. The group’s press release highlights the house’s French and Parisian craft, and presents BO&MIE as a bakery very much in the spotlight in Paris at the time of the launch. The Yonhap news agency, for its part, describes it as a Parisian chain of bakery-pâtisseries.
What doesn’t change
Production is presented as entirely handmade on site. Premium Foricher flour, natural sourdough: the ingredients and the method are those of Paris. That is the condition for an address nine thousand kilometres away to remain the same house.
- 180 m²
- on level B1 of Shinsegae Gangnam
- ≈ 80
- products at launch
Seoul joins Barcelona, opened in 2021, among the addresses outside France. The full list is on the bakeries page.
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