Bread pilgrimage

South Korea

Recently, bread pilgrimage, where people travel to distant places to eat delicious bread, has become popular among the younger generation. Visiting famous bakeries representing a certain region and buying products sold only there has become a kind of play culture. They mainly share information about famous bakeries through various SNS channels such as Instagram and YouTube. The characteristic of bread pilgrimage is that most of them are centered around local neighborhood bakeries rather than franchise brands. Enjoy the fun of tasting the unique bread of that region.