Croissant Trends and the Pâtissiers of Paris, Tokyo, Seoul — 2026-09-12
This week saw a surge in high-profile bakery expansions and media features, with Los Angeles-based Petitgrain opening a new micro-bakery and Tokyo’s new "Doré by Charles-Henry" gaining national TV exposure in Japan. Meanwhile, the viral "Bread Ahead" bakery story from London highlights the tension between hyper-popularity and market regulations, while Korean convenience giant CU rebranded its bakery line to streamline its offerings.
Croissant Trends and the Pâtissiers of Paris, Tokyo, Seoul — 2026-09-12
Top developments
LA’s Petitgrain Boulangerie Opens New Micro-Bakery and Chocolatier
On September 8, 2026, it was reported that Petitgrain Boulangerie, known for its high-quality croissants in Los Angeles, has expanded its footprint with a new micro-bakery and chocolatier just blocks from its original Santa Monica storefront. This move underscores the continued premiumization of artisanal viennoiserie in the US, allowing the shop to offer specialized chocolate pairings alongside its laminated dough products.
Tokyo’s "Doré by Charles-Henry" Featured on National TV
On September 12, 2026, the Japanese morning show Ousama no Brunch featured "Doré by Charles-Henry," a new French croissant specialist located near Daikanyama Station. The segment highlighted the shop's location and its focus on traditional French techniques, driving immediate local interest in this newly opened venue which has already generated significant social media buzz since its July launch.
Bread Ahead Founder Claims Ban from Borough Market for Being "Too Successful"
In a story that went viral on September 11, 2026, Matthew Jones, founder of the London-based bakery Bread Ahead, claimed he was told to "wind down operations" at Borough Market because his goods were too popular with visitors. The incident highlights the growing friction between high-volume artisanal bakeries and historic market spaces trying to manage foot traffic, even as the brand expands into New York, the Middle East, and Asia.
SF Chronicle Blind Tastes 14 Top Croissants
Published four days ago (approx. Sept 8), the San Francisco Chronicle conducted a blind taste test of 14 of the city’s best croissants, including entries from Parachute, Tartine, and Butter & Crumble. The article reflects a broader trend of rigorous, comparative journalism focusing on specific single-item quality rather than general bakery reviews, helping consumers navigate the saturated premium pastry market.
Local view
Japan: The feature on Ousama no Brunch illustrates how TV exposure remains a critical driver for new bakery openings in Tokyo. The show’s "Trend Department" segment specifically targeted the Daikanyama area, signaling that this neighborhood continues to be a hotspot for high-end French pastry concepts.
South Korea: CU, one of Korea’s largest convenience store chains, announced on September 3, 2026, that it is rebranding its bakery brand "BAKEHOUSE405" to simply "BAKE405." While not a boutique pâtisserie trend, this move by a major retail player indicates a consolidation and simplification of bakery offerings in the mass market, potentially influencing consumer expectations for accessibility and branding clarity in the broader pastry sector.
Context & numbers
- Expansion Pace: Petitgrain’s expansion follows a pattern of "micro-bakery" openings in dense urban areas, allowing for lower overheads while maintaining high product visibility.
- Media Impact: The immediate coverage of Doré by Charles-Henry on national television just months after its opening demonstrates the rapid feedback loop between physical bakery launches and digital/TV media in Japan.
On the radar
- Fall Cookbooks: Eater recently previewed fall 2026 cookbooks, noting a rise in titles featuring Asian American croissant innovations, suggesting a continuing fusion trend in home baking and professional menus alike.
- Vancouver Croissant Crawl: The Paris Star reported on the return of the Vancouver Croissant Crawl, indicating that dedicated croissant festivals are becoming recurring seasonal events in North American cities.
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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