Live from Seoul's popular bread museum 🥐 —London bagel museum

#September2025
As I walked into the warm brick building, the early morning sun in Seoul shone brightly on the sign: London Bagel Museum. Unlike traditional tourist attractions, it didn't have signage or tickets, but the long queue at the entrance was a stark reminder. I'd already requested a number on my phone, and when I arrived, it was called. That moment felt like a small stroke of luck: no need to anxiously estimate the wait time, I could simply surrender my anticipation to the aroma of noodles and the sunshine.

The moment I pushed open the door, the interior felt like a small museum surrounded by bread. The long wooden table was covered with bagels of all shapes and sizes: plain originals, black and white with sesame seeds, donuts smeared with glistening garlic butter, and "exhibits" filled with cream cheese, citrus jam, and even spicy and savory sauce. The shop assistants shuttled between trays like curators, calling out the freshly baked items. Customers nearby held trays like they were browsing an exhibition hall: looking, smelling, hesitating, and gently placing their choices in their bags, jotting down notes. The most captivating thing here isn't the individual bagels, but the process of being surrounded by choices.

My friend, who prefers a sweeter bagel, chose the one with lemon cream filling. The tart aroma was like a refreshing greeting, pushing back the fatigue of travel. Between bagels, we ordered the shop's famous soup and salad: the mushroom soup was so thick it seemed to be in slow motion on the tongue, and it felt even more comfortable when spread on the accompanying bread. The salad, brightened by fresh leafy greens and sweet peas, evoked a rhythm of "fat and lightness." I particularly like this arrangement: salty and sweet, light and heavy, it's like splitting a day of travel in two, each finding its own balance.

The name "London Bagel" often makes people wonder, "Why is it called London?" I didn't question the staff, but I found the answer in the atmosphere of the space—it's not about replicating the flavors of a particular city, but rather learning to embrace an attitude of treating everyday bread as a lifestyle. The wooden shelves, old books, handwritten black signs, and natural light streaming in from the windows make you forget about checking in and focus instead on "what do I want to eat today?" For me, this is the key to its popularity as a tourist attraction: not its rarity, but its exquisite execution of the ordinary.

In terms of its background and history, London Bagel's story is quite contemporary: taking a seemingly ordinary bread and applying it with deep focus and innovation, starting with a single store, building a buzz on social media, and gradually expanding to different neighborhoods. Each location shares common elements—full tables, handwritten labels, and a rhythmic oven-baking process—while retaining a distinct local identity. For example, the brick walls and large windows of the one I visited were particularly atmospheric, and the sunlight was its most striking feature. It's not a historical site or a celebrity's former residence, but it bears witness to the recent trend in Seoul's culinary world of polishing the everyday into a brand.

If you're thinking of this place as a trip destination, I recommend the following itinerary: Get a number online in advance; upon arrival, take a quick look around, but don't rush to grab something—the things you really want will jump out on the second round. Order one savory and one sweet, and share a soup or salad. This allows you to fully appreciate the flavors without overloading your stomach. If you're planning to take out, the staff will thoughtfully pack the spreads separately, ensuring the perfect texture when you return to the restaurant. A quick reminder: fresh bagels are best eaten the same day; if you're saving them for the next day, spray them lightly with water before baking to restore their beautiful crust.

Queuing is a common sight at London Bagel. Visiting on a weekend morning feels like attending a celebration, and the tray of new items in front of you always makes you want to try something new. If it's your first time, I recommend getting a number early and swapping the wait for a stroll around the area: soak up the sun, then return for your next bite.

Many people ask, "Is this place worth the trip?" I would say that worthwhile doesn't necessarily equate to "deep impressions." What impressed me most about London Bagel is that it makes a meal on the go feel like a ritual, yet not pretentious. You don't come here to purvey the skills of a famous chef, but to discover how a perfectly prepared bagel can elevate everyday life. As we walked out with our bags and paper bags in hand, the sunlight filtering through the bag's opening onto the glossy surface of the bagel, I suddenly understood why this place is called a "museum"—each bagel is an exhibit, but the real exhibition is in your mouth.

From a broader perspective, London Bagel also stands as a footnote to Seoul's culinary culture: once considered a foreign bread, bagels have become a Korean staple here—emphasizing a meticulously baked, locally-inspired flavor, and a highly photo-friendly aesthetic. Its lack of a dramatic storyline, coupled with its consistent quality, has earned travelers a desire to include it in their brunch plans, and locals a love of it as a pre-workday goodie. Perhaps the brand's expansion into multiple locations stems from its focus on reproducible, everyday comfort.

Before leaving, I packed up the remaining two, planning to have them as a late-night snack later. The moment I stepped out of the brick building, the faint aroma of wheat wafted from the paper bag, and I thought of three moments from that day: the thrill of having my number called, the crispness of my first bite of a plain bagel, and the quiet ten minutes of coffee by the window. Travel often doesn't require spectacular sights. London Bagel taught me how to make a brunch a memorable experience—crisp, chewy, and fragrant—and take it away.

Average price: 8,000–15,000 JPY / Waiting time: 20–60 minutes (depending on the time) / 8:00 AM–sold out

Recommendations:
• The basics are delicious, with a memorable wheat aroma and chewy texture.
• A wide selection of sweet and savory options, offering flexible combinations.
• The space and display are incredibly photo-friendly.

Practical Tips:
• Queuing tips: On weekdays, you can book a number online and then check in at the store to save time; weekend peak hours can take up to an hour. • Ordering Time: Pick 2-3 must-try items first, then order the limited-edition flavors in the second round. Share one sweet and one savory dish with a soup or salad for a satisfying meal.
• Preserving: For takeout, re-bake at the restaurant. Spray a small amount of water before baking to restore the crust's firmness.
• Payment/Seating: Most branches accept credit cards. During peak hours, takeout is preferred; dine-in is recommended on weekday mornings.