Seoul has countless cafés, but Brian’s Coffee (브라이언스커피) in Dogok-dong is one that I return to again and again. In fact, it may be my favorite bread shop in Korea.
The coffee is excellent, but what keeps bringing me back is the bakery. Brian’s Coffee specializes in beautifully made scones, madeleines, financiers, salt bread, cakes, cookies and other pastries. Everything is displayed simply and elegantly, making it difficult to choose just one thing.
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Korea has officially confirmed what many travelers already suspected: a good trip may begin with a train ticket, but it ends with a bakery bag and bakery tourism.
For the new “Korea Attractions Discovery 100×100” project, 40,145 people cast more than 1.53 million votes for nearly 10,000 attractions across 100 themes.
Tucked along the peaceful Yangjae Stream in Dogok-dong (도곡), you’ll find a charming lineup of cafés, bakeries, and restaurants perfect for a relaxing stroll or a quiet bite. One standout is Sim Jae (心斋), a specialty dessert café known for its creative fusion-style cakes sold by the slice. While this location focuses on cakes, Sim Jae’s other branches also serve up tarts, bagels, brownies, and a variety of other handcrafted treats—each one as thoughtfully made as its serene name suggests.
