Shinsegae Food has launched Paris's famous bakery "BO&MIE" in Korea. BO&MIE is currently the most talked-about boulangerie in Paris — launched in France in 2017, it has earned strong response from locals and tourists by using premium Foricher flour (made using traditional millstone grinding), 25-year-old naturally fermented sourdough starter cultivated by the baker, and 100% handmade methods while reinterpreting traditional bread and desserts in a modern sensibility. Currently operating 6 stores in Paris's Marais district, with the Louvre Rivoli location (Paris's largest boulangerie at 400㎡) becoming a must-visit destination generating daily long queues. Since 2023, BO&MIE has expanded to Spain and Saudi Arabia.
The BO&MIE Shinsegae Gangnam store, opened on the 28th at approximately 180㎡ on Basement Floor 1 of Shinsegae Department Store Gangnam, offers over 80 original Parisian-inspired menu items made with premium ingredients using 100% handmade methods. Signature items include Viennoise (enriched dough bread with butter, milk, and eggs), various Viennoise flavors (fig, walnut, cranberry, chocolate), sourdough "Levain" using Foricher flour certified with CRC® (CULTURE RAISONNEE CONTROLEE — French Ministry of Agriculture certified sustainable agriculture), croissants, and signature "Cookie Shot" (sweet cream in a crispy cookie cup). Exclusive menus developed by the French baker with Seoul and Paris as motifs are also available.
Shinsegae Food representative: "In response to continuously growing domestic consumer interest and demand for bread, we brought BO&MIE — currently the most popular boulangerie in Paris, the birthplace of bread — to Korea, and will satisfy customers seeking new boulangerie experiences through BO&MIE's high-quality and sophisticated menus."
