Egg tart specialist PICK BAKE opens a new store in the Seoul Forest–Seongsu area on the 20th.

PICK BAKE’s vision goes beyond being a dessert brand: it aims to redefine dessert culture. Baking egg tarts with flaky pastry and softly melting golden custard in store every day, it lives out a brand philosophy that challenges the belief that “there is no such thing as a perfect egg tart.”

The philosophy is clear in the brand name itself. “PICK” stands for the freedom to choose your egg tart to your taste, and “BAKE” for the liveliness and freshness of baking right in the store.

By adding a Korean sensibility to the authenticity of traditional Portuguese methods, PICK BAKE has elevated a simple snack into a cultural experience. The brand says its diverse line-up — from the faithful classic original to seasonal limited editions — brings customers “the joy of discovery.”

“We don’t promise; we prove,” said PICK BAKE CEO Kim Seo-yun. “Using the finest ingredients, the freshness of baking in store and heartfelt service for every customer are PICK BAKE’s unchanging convictions.”

With the Seoul Forest–Seongsu opening, PICK BAKE plans to blend in with the young, trend-savvy character of Seongsu-dong, reach a broader customer base and deliver “a sweet revolution that makes an ordinary day special.”

To celebrate the grand opening, a special promotion offers the signature Pick Classic Egg Tart Set at half price until the end of June.

Source: Daily Economy (https://www.kdpress.co.kr)

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