"I Went to 10 Convenience Stores and Still Couldn't Buy It": The Bread Sensation That Sold 100 Million Units Already [The Way We Shop Now]

CU Yonsei Milk Cream Bread Surpasses 100 Million in Cumulative Sales
An Average of 64,500 Sold Per Day... 45 Every Minute
The "Half-Cut Shot" Craze on Social Media Elevates It to a National Favorite Snack

Editor's NoteWhat are people buying these days? From must-have household goods at Daiso to cosmetics that sell out at Olive Young, and even bread that people line up for. Everyday consumption scenes reflect the current market trends. "The Way We Shop Now" is a series that deciphers today's consumer trends by focusing on products that are selling well in daily life. It explores which products are being chosen and which strategies are opening wallets, making it easy and interesting to understand changes in the consumer landscape.

CU Yonsei Milk Fresh Cream Bread. Instagram capture(@tokkilunar)

As competition in the convenience store dessert sector intensifies, "cream bread" has continued its unusually long run of popularity. In particular, the trend known as "half-cut shots"—showcasing the cross-section of bread sliced in half and overflowing with cream—has stimulated consumption and helped the product grow beyond a passing fad to become a steady seller.

"Everyone in Korea Has Tried It Twice"…Cumulative Sales Surpass 100 Million Units

According to BGF Retail, which operates CU, on May 15, the "Yonsei Milk Cream Bread" launched at CU convenience stores sold 500,000 units in its first month in January 2022, followed by 19 million units within just one year and 50 million units in two years.

Since then, the product has consistently maintained annual sales of more than 20 million units, making it the fastest-selling convenience store product to reach a total of 100 million units sold. Over the past four years or so, an average of about 64,500 units have been sold daily, or approximately 45 units per minute, meaning nearly "two per person" across the entire population of Korea.

Social Media Certification a Must…The "Half-Cut Shot" Craze

CU Yonsei Milk Fresh Cream Bread. Screenshot of Yonsei Milk Facebook account

The Yonsei Milk Cream Bread phenomenon started on social networking services (SNS). With about 80% of its total weight made up of cream, its cross-section was perfectly suited for photos, and consumers began sharing their own "half-cut shots." How generously it was filled and how cleanly it was sliced became part of the consumption experience, transforming the product itself into a form of "play."

In fact, following the half-cut shot trend, the product was sold out for several months, with reviews pouring in such as, "I visited 10 convenience stores but couldn't buy one," "I went all the way to a far-off store, but they didn't have it either," and "Even when I went in the morning, it was already gone." Consumers even developed their own "shopping strategies" by sharing how to use the Pocket CU app's inventory check and pre-order features.

The "Upgrade" of Convenience Store Desserts

CU Yonsei Milk Fresh Cream Bread. BGF Retail

Another distinguishing feature of Yonsei Milk Cream Bread is its quality strategy, which broke the old stereotype of "convenience store bread." Its bold design, with cream making up as much as 80% of the product, and the assurance of ingredient quality through collaboration with Yonsei Milk, elevated convenience store desserts from a focus on "cost-effectiveness" to the realm of "value consumption."

This aligns with the recent trend of premiumization across the convenience store sector. As competition has intensified, the taste and quality of convenience store bread have improved, shedding the stigma of "mass-produced factory taste."

In fact, after the success of this product, CU's dessert sales soared, with this series at one point accounting for 60% of total dessert sales. A structure has formed in which a single hit product drives the entire category.

Long Run in an Era of Ultra-Short Trends…The Secret Is Constant Reinvention

One of the defining features of today’s consumer market is that trends now have much shorter lifespans. As trends spread rapidly via social media, they also cool off quickly. Even so, Yonsei Milk Cream Bread has managed to maintain its sales for over four years, which is considered exceptional.

CU Yonsei Milk Fresh Cream Bread. BGF Retail

The secret lies in "continuous reinvention." To date, nearly 40 new varieties have been released, with new flavors and concepts introduced every two months. Recently, a collaborative product commemorating the 30th anniversary of the EBS College Entrance Exam Special Lecture was launched, further expanding the brand’s reach. Rather than just a single hit product, it has grown into a "series of content."

Following the success of Yonsei Milk Cream Bread, the industry has seen a flood of similar concept products. Not only major convenience stores but also cafe franchises have released desserts emphasizing cream content, adopting visual strategies that encourage half-cut shots. Designs that focus on a generous cross-section have now become a proven formula for success.

Starbucks Fresh Cream Bread. Starbucks Korea

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