Croissant Trends and the Pâtissiers of Paris, Tokyo, Seoul — 2026-09-13
This week, the global pastry scene saw a mix of viral social media moments and significant commercial expansions. A tiny Paris bakery gained internet fame due to a "croissant accident," while Los Angeles-based Petitgrain expanded its footprint with a new micro-bakery. In Tokyo, the highly anticipated "Doré by Charles-Henry" croissant specialist continues to draw queues, and Paris’s Maison Kayser marked its 30th anniversary by reverting to 1996 prices for baguettes and croissants.
Croissant Trends and the Pâtissiers of Paris, Tokyo, Seoul — 2026-09-13
Top developments
Viral "Croissant Accident" Boosts Tiny Paris Bakery
A small bakery in Paris has become an internet sensation following a reported "croissant accident." While specific details of the incident remain anecdotal in early reports, the story has driven significant traffic to the location, highlighting the power of social media in driving localized bakery tourism. This event underscores how unexpected viral moments can instantly elevate small, artisanal producers in competitive markets like Paris.
Petitgrain Expands with New Chocolatier Micro-Bakery in LA
On September 8, 2026, it was reported that Petitgrain Boulangerie, known for its high-quality croissants in Santa Monica, has opened a new micro-bakery and chocolatier named "Petitpain et Chocolat" just blocks away from its original storefront. This expansion reflects a growing trend of successful independent bakeries diversifying into adjacent luxury categories like artisanal chocolate, leveraging their existing brand equity and local customer base.
Maison Kayser Reverts to 1996 Prices for 30th Anniversary
To celebrate its 30th anniversary, the Parisian bakery chain Maison Kayser announced that on Sunday, September 13, 2026, it would sell baguettes and croissants at their 1996 prices across eleven locations in Paris. This promotional move serves as a marketing stunt to highlight the brand's heritage and contrast current inflationary pressures on food costs with historical price points, drawing attention to the rising cost of basic staples.
Tokyo’s "Doré by Charles-Henry" Featured on National TV
The new French croissant specialist "Doré by Charles-Henry," which opened in Daikanyama, Tokyo, was featured on the popular TBS program Ousama no Brunch on September 12, 2026. The segment highlighted the shop's location near Daikanyama Station and its reputation for high-quality French croissants, reinforcing the strong demand for authentic, specialized viennoiserie in Tokyo's trendy districts. The shop, which opened in July 2026 next to the renowned tart shop Charles-Henry, has already established itself as a destination for pastry enthusiasts.
Local view
In France, local media outlets like 20 Minutes are focusing heavily on the economic implications of bakery pricing, using Maison Kayser's anniversary promotion as a lens to discuss the cost of living. Meanwhile, in Japan, ActiviTV and Tabelog Magazine continue to drive consumer interest through detailed reviews and TV tie-ins, emphasizing the "queue culture" around new openings like Doré by Charles-Henry. The Korean market shows less immediate news this week regarding specific croissant trends, but ongoing interest in "Deep Croissant" (a local style) and large-scale bakery cafes persists in lifestyle blogs.
Context & numbers
The global croissants market is projected to reach USD 5.4 billion by 2036, driven by centralized frozen bakery systems and labor constraints in foodservice. This long-term growth context highlights why individual artisanal expansions (like Petitgrain) and viral moments (like the Paris bakery) remain critical for brand differentiation in an increasingly industrialized sector.
On the radar
- GranSta Tokyo Reopening: The underground Marunouchi area of Tokyo Station is set to reopen on September 16, 2026, with 26 shops including 10 new brands, potentially featuring new bakery and pastry concepts.
- Seoul Pop-up Tenders: The Seoul Metropolitan Government has announced open calls for local travel and dessert brands for upcoming pop-up events in autumn 2026, which may feature artisanal bakeries.
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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