The Cream Bagels to Transform Dessert Consumption with "Tray Decoration" and "Bagel Decoration"

[Photo by The Cream Bagels]

A new dessert trend that began in Seongsu-dong, Seoul, is rapidly spreading. Innovative consumer experiences called "Tray Decoration (Teukku)" and "Bagel Decoration (Baekku)" are emerging, establishing a culture where desserts are not just eaten, but also personally crafted and decorated by consumers.

At the center of this movement is The Cream Bagels, which recently opened on Seoulsup-gil in Seongsu.

The Cream Bagels is completely transforming the traditional dessert consumption model by allowing customers to choose their own bagels, creams, and toppings to create a unique combination, then arrange them on a tray. Consumers are no longer limited to fixed menu items, but instead enjoy the experience of designing their own bagels.

In particular, the brand's signature "pink triangular tray" is a key element symbolizing this shift. The triangular tray design, which is unlike any previous form and is now registered with the Korean Intellectual Property Office, allows customers to use the tray itself as a canvas thanks to its striking color and structure. As a result, customers are creating unique "Tray Decoration content" that reflects their individual style.

This kind of experience is quickly spreading via social media. Users combine and arrange bagels and cream on trays, then share photos and videos, giving rise to a new culture of "desserts that are already complete before you eat them." Reactions such as "It's not about choosing a bagel, it's about designing one," and "I'm creating content, not just dessert," are becoming increasingly common.

[Photo by The Cream Bagels]

The industry is paying close attention to the possibility that this kind of "DIY experience consumption" could become a new standard in the F&B market. Analysts note that the shift from product-centered to experience-centered consumption is accelerating.

The Cream Bagels held a pre-opening "Spring Bagel Party" on April 1 and 2, inviting influencers whose social media content has quickly spread, establishing the brand as a new hotspot in Seongsu-dong.

The brand operates with a limited daily quantity. Five types of bagels and seven types of cream are produced fresh every day, adhering to a same-day production and sales principle. Once the prepared quantity is sold out, business closes for the day—a strategy that prioritizes freshness and quality above all else.

The product's competitiveness is also noteworthy. The director team, including Jun Heo, who previously led the success of the dessert brand Knotted and is a UCLA graduate, and the head chef and patissier team from JW Marriott, has elevated the brand's quality.

Notably, the bagels are designed to be lighter and easier to enjoy, breaking away from the traditional heavy and dense image. The structure allows customers to enjoy several in one sitting, focusing on unique combinations with the cream to offer a new bagel experience.

The area around Seoulsup-gil in Seongsu is rapidly evolving into a complex lifestyle district combining fashion, culture, and gourmet experiences, driven by expanded investment from Musinsa and the upcoming Seoul Forest International Garden Expo, scheduled to open on May 1. In this context, The Cream Bagels is gaining attention as a key brand introducing a new dessert experience.

The Cream Bagels is set to officially open on April 3, and after its Seongsu flagship, it plans to open another location on the first floor of Lotte World Mall in Jamsil's Lotte World Tower during April. The brand also aims to continue expanding into major retailers and key commercial areas in the future.

A representative from The Cream Bagels stated, "Tray Decoration and Bagel Decoration are not just for fun—they represent a fundamental change in the way desserts are enjoyed. Going forward, The Cream Bagels will grow from a 'brand you eat' to a 'brand that creates experiences.'"

This content was produced with the assistance of AI translation services.