Croissant Trends and the Pâtissiers of Paris, Tokyo, Seoul — 2026-10-27
This week sees a surge in high-profile bakery openings and contest results, with French star chef Cyril Lignac entering Japan and new croissant champions crowned in Paris and Sarthe. In Seoul, local bakeries are expanding rapidly, while a Korean-born pastry chef in New York claims a major international award.
Croissant Trends and the Pâtissiers of Paris, Tokyo, Seoul — 2026-10-27
Cyril Lignac Enters Japan
French star chef Cyril Lignac is bringing his "La Pâtisserie Cyril Lignac" to Japan for the first time, with an opening scheduled for December 2, 2026, at Isetan Shinjuku. This debut marks a significant expansion of Lignac’s brand into the Asian market, targeting the high-end department store clientele in Tokyo.
Landemaine and Vanilla Shop Open in Shibuya
Paris-based bakery chain "Maison Landemaine," known for selling 12,000 croissants daily in France, will open a new location at Shibuya Scramble Square on October 28, 2026. The opening coincides with the launch of "Vanillage," a new specialty shop focused on vanilla-based sweets, both located in the Ecute Edition Shibuya area.
New Croissant Champions in France
François, a 26-year-old baker-pâtissier from Lyon, was named the best croissant maker in the Rhône department for 2026, defeating 17 other candidates. His winning entry was praised for its "3D" qualities: plump, golden, and delicious. In Sarthe, Quentin Dabouis, a young baker from Fresnay-sur-Sarthe, won the title for the best butter croissant in the department.
Eunji Lee Wins North America’s Best Pastry Chef
Chef Eunji Lee, born in South Korea and trained in France, has won the North America’s Best Pastry Chef Award sponsored by Valrhona at the North America’s 50 Best Restaurants 2026 ceremony. Lee’s work is noted for blending Korean, French, and New York influences, highlighting the global mobility of top-tier pâtissiers.
Local view
Seoul: Rapid Expansion and Local Festivals In Seoul, the bakery scene is characterized by aggressive expansion and community-focused events. Terarosa, a prominent coffee brand, recently opened a 400-pyeong (approx. 3,500 sq ft) roasting, tasting, and education space in Seongsu-dong, aiming to open one new location per month. Meanwhile, the Dongjak district is hosting the "2026 Dongjak Bbangdo-dong Festival" on October 31, featuring 22 local bakeries and baking experiences.
Paris: The "3D" Croissant Standard French media is focusing heavily on the technical precision required to win local contests. The Rhône winner, François, emphasized offering the victory to his company, while judges highlighted the "Dodu, Doré, Délicieux" (Plump, Golden, Delicious) criteria. In Sarthe, the federation of bakeries honored 87 participants across categories including best apprentice and best original viennoiserie.
Context & numbers
Viral Trends and Consumer Sentiment While high-end patisseries thrive, consumer sentiment is mixed. A recent Vice article lists "10 Reasons I Hate (Most) Bakeries in 2026," citing overpriced pastries and bizarre hybrids. Concurrently, a "hairy croissant" from Thailand—decorated with hair-like strands—has divided internet opinion, with some finding it intriguing and others off-putting.
Award Prestige The "Meilleur Ouvrier de France" (MOF) title remains the pinnacle of French artisanal recognition. Thomas Mahou, a instructor at the National Institute of Bakery and Pastry in Rouen, recently earned the MOF title in pastry, underscoring the rigorous standards of the profession.
On the radar
- Landemaine Opening: The Shibuya store opens exclusively on October 28, 2026.
- Terarosa Expansion: The Seongsu-dong roasting café plans to expand with direct-operated stores next year, maintaining a pace of one new location per month.
- Dongjak Festival: The "Bbangdo-dong" bakery festival in Seoul’s Dongjak district takes place on October 31, 2026.
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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