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View all search resultsSouth Korean pastries and desserts find a sweet spot in Indonesia
In an enthusiastic and curious market for Korean culture, South Korean chefs are finding fertile ground for K-style pastries and desserts by keeping pace with trends and infusing them with a distinctly Korean sensibility.
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K-crunch classic: One of Fragments’ standout menu items is the 'nurungji' cheesecake, a baked cheese dessert layered with the traditional Korean rice-crisp snack. (Fragments/-)
Trends travel quickly in Indonesia, but they move even faster when carried by the cultural gravity of South Korea.
The Korean Wave, or hallyu, has long shaped local tastes in music, fashion, beauty and cuisine, and its influence is now firmly extending into Korean-style pastries and desserts.
From the introduction of the viral soggeumpang (salt bread), and poured tiramisu, to the new fusion of croissant-waffle, the food and beverage industry is seeing a surge of Korean brands and chefs entering the market and expanding their footprint across the archipelago.
In 2024, two of South Korea’s best-known brands, Tous Les Jours and Paris Baguette, both widely credited with introducing many Koreans to French pastries, announced plans to deepen their presence in Indonesia, with the former already surpassing 60 outlets across Jakarta, Tangerang, Bekasi, Bandung, Bali and Medan. But behind the rise of large chains is a parallel shift led by Korean-born chefs building on smaller ventures shaped by a distinctive, often personal, creative direction.
Offerings are more intentionally curated, and their approach to flavors and ingredients blends an awareness of trends and Korean upbringing. Together, these elements connect with Indonesia’s highly receptive and online consumers, encouraging chefs and business owners to expand and experiment within the market.
A Korean upbringing
Fragments, a patisserie popular for its Basque cheesecake and flavored scones, draws its Korean identity through its cofounder and head pastry chef, Ryan Kim. Originally from the city of Jeonju, Ryan moved to Indonesia during the 2020 pandemic with his wife, Michelle Tanujaya, whom he met while studying at Le Cordon Bleu.
