This is the wish expressed by baker Lee Seok-won at the press conference for MBN's survival show 'Bread Master.' The show brings bread from the screen to the public, offering it in pop-up stores to expand viewer engagement. This innovative approach not only boosts the show's popularity but also promotes the participating bakers and their stores.
Airing every Sunday night, 'Bread Master' features 72 skilled pastry chefs and bakers from around the world competing in a survival format. The show has topped the ratings for its time slot on cable and satellite channels and is trending on global OTT platforms.
Amidst this interest, 'Bread Master' launched its second pop-up store at Lotte Department Store in Jamsil from September 13 to October 4. This event connects the signature menus of the show's bakers to actual sales.
Unlike typical pop-ups that open after a show ends, 'Bread Master' launched its pop-up just a month after the show began. The program team explained to TenAsia that this was a pre-planned official marketing event.
Currently, the third pop-up is ongoing at Hyundai Department Store Trade Center, featuring Chef Jang Kyung-joo's Olive Ciabatta and Gorgonzola Ciabatta, which she showcased on the show. Chef Jang is the first female champion from Korea to win the 'IBA Cup,' a world baking competition. Next to her creations were Chef Jung Nam-mi's breads, inspired by root vegetables like sweet potatoes and potatoes, which gained attention.
The prices were relatively high, with ciabatta priced at $8 each and a set of five root vegetable breads at $19. Some visitors found the packaging excessive and were frustrated by the limit of one item per person. However, positive feedback included comments like "It's great to taste the bread seen on TV," and "It's meaningful to share the experience with the public, not just the judges."
A representative involved in the pop-up told TenAsia, "Maps showing the locations of the participating bakers' stores have been created, and viewers are touring these bakeries. We are seeing customers flock to previously overlooked bakeries from early morning, realizing our planning intentions."
Meanwhile, the 'Bread Master' third pop-up at Hyundai Department Store Trade Center will continue until the 22nd. Starting next month, the event will move to Myeongdong, featuring new bakers and their menus.
Jung Da-yeon, TenAsia Reporter light@tenasia.co.kr