7-Eleven’s “Seven Select” lineup (Image provided by 7-Eleven)
SEOUL, Oct. 10 (Korea Bizwire) — As soaring bakery prices push past 10,000 won for just a few items at franchise shops, Koreans are increasingly turning to low-cost private label (PB) bread sold at convenience stores and large retailers. The shift has fueled what industry insiders are calling a “budget bakery boom,” with PB bread sales surging sharply this year.
According to major convenience store chains, PB bread now accounts for more than 20 percent of all bakery sales. CU’s PB share more than doubled from 9.4 percent in 2023 to 21 percent between January and September 2025. GS25’s PB ratio rose from 21.1 percent to 24.9 percent, and 7-Eleven’s from 15 to 20 percent over the same period.
The trend has prompted retailers to roll out new in-house bakery brands. CU’s “Bakehouse 405,” launched in August 2023, now offers about 30 products. GS25 operates two PB lines—“Breadyque,” introduced in 2021, and “Seongsu,” launched last year—which have sold 70 million and 3 million units respectively. 7-Eleven’s “Seven Select” lineup includes around 40 types, while Emart24 introduced “Bakery of the Day” (BOTD) in June with seven initial offerings.
Homeplus operates “Mont Blagé” bakery corners at over 120 stores nationwide. (Image courtesy of Homeplus)
Price is the biggest draw. A sweet pastry from CU’s Bakehouse 405 costs 1,600 won, GS25’s golden soboro bun 2,100 won, and 7-Eleven’s honey hotteok 1,500 won. Even Emart24’s apple pie—one of the pricier options—sells for 2,400 won, less than a third of what similar pastries cost at high-end bakeries.
The stores have also diversified their selections, from bagels and cream buns to baguettes, roll cakes, and even pizza rolls. Retailers emphasize that PB bread is not merely cheap, but also offers solid taste and quality thanks to partnerships with small manufacturers that reduce middleman costs and marketing expenses.
Large supermarkets are following suit. Homeplus operates “Mont Blagé” bakery corners at over 120 stores nationwide, selling traditional red bean, custard, and soboro buns for around 2,200 won each. Lotte Mart’s “Poongmiso,” launched in 2022, is expanding its footprint, while Emart has sold imported ready-made cakes and dough under its “No Brand” and “Peacock” lines since last year, emphasizing affordability and convenience.
Industry observers say the rise of PB bread underscores how consumers are rethinking value amid persistent inflation—choosing practicality and taste over name-brand prestige, one loaf at a time.
Lina Jang (linajang@koreabizwire.com)
