In the first episode titled 'Sold Out' of 'SBS Special - THE BREAD' aired on the 11th, the show explored the trendsetting world of bread, offering a variety of delightful experiences. The program received praise from viewers for its sensory visuals that maximized the audiovisual elements typical of food documentaries.
Actress Jang Nara, who served as the presenter, took on the role of a 'bakery owner' and showcased her baking skills by personally baking bread. She sparked curiosity about bread and led the narrative, with the first episode of 'THE BREAD' achieving a peak viewership rating of 2.24% (Nielsen Korea, based on the metropolitan area).
The broadcast featured stories about popular breads like 'bagels, salt bread, and shiru cake' that quickly sell out at famous bakeries, presented from various perspectives. Im Young-jin, the representative of Seongshimdang, a renowned bakery in Daejeon that has rarely appeared on television, and Ryo, the CBO of a famous bagel brand known for its long wait times, made headlines with their appearances.
Im Young-jin revealed, "The original name of the 'shiru' cake was 'Strawberry Chocolate Cake,' but after changing the name to 'shiru' at my wife's suggestion, it started selling like hotcakes," sharing the backstory of the cake that sells over a thousand units a day. He also mentioned that the minimalist packaging gained popularity through word of mouth, earning positive reviews from consumers.
Ryo, who planned an exotic-themed bagel brand, shared, "I wanted to create bagels with a bumpy texture, similar to handmade noodles," revealing his secrets to shaping bagels. "People say it's a unique brand, but it's just me fully expressing my own taste," he said, introducing his home as the place where he draws the most inspiration.
Meanwhile, department stores have experienced a phenomenon due to bread, as the 'famous bakery pop-up' has attracted younger customers, and bread sales have impacted the overall sales of the department stores, leading to the establishment of dedicated bread and dessert sections. The busy lives of bakery MDs in department stores resembled a battlefield, with scenes of MDs going to salt farms to secure a 'salt bread shop' pop-up.
Kim Hye-jun, a food content director nicknamed the 'Bread Fairy,' introduced the current trends in bread in Korea. "Unlike the past, where comprehensive bakeries were common, there are now more bakeries specializing in single items, and when one type of bread becomes popular, various variations emerge," he explained, introducing a Korean-style reinterpretation of bagels with Chef Oh Se-deuk. He guided Chef Oh to a bagel specialty shop where customers can choose from a variety of options like side dishes, and the two praised the unique 'kimchi bagel.'
The show also featured a group traveling from Seoul to Daejeon on the first KTX train to get a 'special cake' that is sold in limited quantities each day. Their hustle to participate in the so-called 'bakery open run' was impressive.
A big data expert noted, "The reason people wait hours to eat bread is that enjoying the unique bread and special atmosphere has become a culture in itself," revealing an interesting analysis that the keyword associated with bread is 'comfort.' The 'bread craze' is rooted in people's desire for comfort through sweet bread.
Meanwhile, the second episode of 'THE BREAD,' titled 'Signature,' airing on the 18th at 10:20 PM, will tell the stories of bakers in Korea who once struggled against franchises but now captivate customers with their unique signature breads. Notably, the episode will feature a fun exchange between veteran bakers, including Master Kim Young-mo, and young bakers sharing their 'tiki-taka bread stories.'
Viewers can also look forward to the intense atmosphere of the 'baguette competition,' where bakers from across the country compete with just one type of bread, and the behind-the-scenes of the 'Daejeon Bread Festival,' which attracted 140,000 people eager to taste signature breads from over 80 bakeries nationwide.
Among them, there is a signature bread that has sold about 100 million units over 43 years at one bakery, raising curiosity about what this unique signature bread, infused with the baker's spirit, looks like.
As Jang Nara transforms into a 'bakery owner,' the second episode of 'THE BREAD' will also reveal the recipe for her signature cake, 'Rabbit Living in the Snow Country.'
Kang Sun-ae, reporter
[SBS Entertainment News | Kang Sun-ae]