When I first read about “Bookstore-Flavored Bread”, I thought that it was a joke. However, it’s a real thing in Korea and it’s going viral. “Yonsei Milk Kyobo Bookstore-Flavored Fresh Cream Bread” is sold exclusively at CU convenience stores.

 CU marketers describe the bread’s texture as “evoking a book cover ” and the filling as “capturing the atmosphere of a bookstore.” Even before its release, Korea’s social media featured posts predicting its flavor such as: “Maybe a cozy taste like reading a book with a warm cup of coffee at a café” .

Taste tests revealed that “Bookstore-flavored bread” has a fluffy cake-like texture and is filled with a chocolate-hazelnut cream. Sounds yummy, but how it actually relates to bookstores is still a mystery.