BO&MIE Seoul passes 200,000 customers four months after opening

On 24 June 2025, Shinsegae Food announces that the BO&MIE counter in its Gangnam department store has passed two hundred thousand cumulative visitors, four months after its opening.

The figure that matters isn’t the biggest one

Around fifty thousand paying customers a month. It isn’t the total that is significant, but its steadiness: the first month’s level is found unchanged four months later. A Parisian opening in Seoul always makes noise; what gets judged afterwards is what remains once the curiosity fades.

200,000

cumulative visitors in four months

≈ 50,000

paying customers a month

What Koreans buy

The partner puts the sourdough loaves and the table-bread line front and centre — Foricher flour, natural leaven, viennoise loaves made with butter, milk and eggs. The local press files the address under “wellness bakery”, a category that doesn’t exist in France and that describes rather well what a long-fermented loaf stands for over there.

EToday, a Korean business daily, picks out the detail that says the rest: the signature sourdough sells out every single day. A loaf that sells down to the last one every afternoon is not a loaf people buy just to try.

For the house, these figures are the first tangible sign that a Parisian concept can work in a culturally very different market — without changing what it makes. The next chapter is read a year later, with six hundred thousand visitors.