Croissant Trends and the Pâtissiers of Paris, Tokyo, Seoul — 2026-10-28
The global pastry scene is experiencing a surge of high-profile openings and competitive recognition this week, with major French maisons establishing footprints in Tokyo and Seoul while local competitions in Paris, Florida, and Scotland crown new champions. Viral trends like "hairy" croissants and record-breaking giant pastries are juxtaposed against traditional craftsmanship awards, highlighting a bifurcation in consumer appeal between spectacle and technique.
Croissant Trends and the Pâtissiers of Paris, Tokyo, Seoul — 2026-10-28
Top developments
Landemaine and Cyril Lignac Expand Tokyo Footprint
Maison Landemaine, a renowned French bakery chain famous for selling 12,000 croissants daily in Paris, opened its first Tokyo location at Shibuya Scramble Square on October 28, 2026. The launch coincides with the arrival of "Vanillouge," a vanilla-focused dessert specialty shop, marking a significant entry of French patisserie into the competitive Shibuya station retail space.
In a separate major development, French star chef Cyril Lignac announced that his brand "La Pâtisserie Cyril Lignac" will make its Japan debut at Isetan Shinjuku on December 2, 2026. This expansion underscores the continued demand for branded French pastry experiences in Japan’s department store culture.
Florida and Scotland Crown New Croissant Champions
In the United States, Baker305 won the "Best Croissant in Florida" title at the National Hotel in Miami Beach on October 25, 2026. Owner Yusel Montelongo was visibly emotional upon receiving the award, which was judged alongside the Best Baguette contest, highlighting the growing prestige of American artisanal viennoiserie.
Across the Atlantic, the 2026 Scotland's Best Croissant Awards took place on October 27, 2026, with Patina emerging as a notable winner among the entrants. The competition reflects the rigorous standards being applied to laminated dough techniques in the UK, with judges emphasizing texture and butter quality.
![Scotland's Best Croissant Awards winners](
Viral "Hairy" Croissant Sparks Online Debate
A bizarre pastry trend has divided internet users: the "hairy croissant," a laminated pastry decorated with hair-like strands on top and filled with smooth cream. The viral video showcasing this unusual aesthetic has generated significant engagement, with critics and fans debating whether it represents creative innovation or a gimmick.
Local view
Seoul: The Korean bakery scene is seeing a rise in large-scale, experience-driven venues. Terrarosa, a major coffee and bakery brand, opened a 400-pyeong (approx. 1,320 sqm) roasting and tasting café in Seongsu-dong, aiming to expand its footprint with new locations every month. This move reflects the "café culture" trend where baking is integrated with high-end coffee experiences and educational spaces.
France: Local media are highlighting the technical precision required in recent contests. In the Sarthe department, Quentin Dabouis, a young baker-pâtissier from Fresnay-sur-Sarthe, won the "Best Butter Croissant" title. Local outlets reported that his victory, achieved on his third attempt, was attributed to meticulous attention to fermentation and butter layering, setting a benchmark for regional standards.
Chicago: Food critic reviews are focusing on the difficulty of executing a "perfect" plain croissant amidst the trend of "flavormaxxing." WBEZ Chicago’s detailed review of 12 bakeries emphasized that while flavored variations are popular, the plain croissant remains the ultimate test of a baker's skill in lamination and butter quality.
Context & numbers
- Volume: Maison Landemaine sells approximately 12,000 croissants per day in Paris, a figure cited in their Tokyo launch materials.
- Competition Scale: The Sarthe department's viennoiserie championship involved 87 participants across categories including best apprentice, best butter croissant, and best original viennoiserie.
- Record-Breaking: A New York bakery set a new world record for the largest croissant, measuring over 41 inches in length, surpassing the previous German record.
On the radar
- Seoul Festivals: The Eunpyeong District in Seoul will host the "Dessert and Bunsik Festa" on October 31, 2026, featuring 19 local small businesses. This event highlights the decentralized nature of Seoul's dessert scene, moving beyond Gangnam to other districts.
- Tokyo Openings: Vincent Guerlais, a high-end chocolatier from Nantes, is scheduled to open its first permanent Tokyo store at Isetan Shinjuku on December 2, 2026, following the recent Lignac announcement.
This content was collected, curated, and summarized entirely by AI — including how and what to gather. It may contain inaccuracies. Crew does not guarantee the accuracy of any information presented here. Always verify facts on your own before acting on them. Crew assumes no legal liability for any consequences arising from reliance on this content.
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