A Korean TV Star Turned His House Into a Bakery in Huam-dong — And It's Actually Worth the Trip

If you've spent any time watching Korean variety shows, you probably know Roh Hong-cheol. If you haven't, here's the short version: he's one of the original cast members of the legendary show Infinite Challenge, and he converted his own home into this place. That alone should tell you what kind of energy to expect.

What to Expect

Hong Cheol Book Bread (홍철책빵) is less a bakery and more a personal museum that happens to sell really good bread. The building is Roh Hong-cheol's actual renovated house in Huam-dong, Yongsan, and he's packed it with a bookshop, a mini movie theater, a bedroom you can wander into, and a room full of props and photos from his career. You'll feel his presence even if he's not there — which, for the record, he sometimes actually is.

The food is the real thing though. Don't let the celebrity angle fool you into thinking it's all concept. People come back for the bread.

What to Order

Potato soup in a sourdough bowl — This is the move, especially if you're visiting in cooler weather. A creamy potato soup served inside a hollowed-out pain de campagne (a rustic French sourdough). The bread soaks up the soup and softens just enough without falling apart. It's filling, it's warming, and it photographs well if that matters to you. Staff will often recommend it — take the hint.

Salt bread (소금빵, sogeum-ppang) — Starts at 3,300 won. Flaky, buttery, and slightly crisp on the outside with a pillowy interior. At that price for a celebrity-associated spot in Seoul, you're not getting gouged. It's a crowd staple in Korean bakeries right now and this version holds up.

Whatever else is in the case that day — The rotating selection is worth a look. Don't overthink it. If something looks good, grab it. Portions are reasonable and the pricing stays grounded.

Atmosphere & Vibe

It's a bit chaotic in the best way. Every room has something to look at — murals, a life-size statue of Hong-cheol, walls covered in show memorabilia. It doesn't feel like a brand exercise. It feels like someone's eccentric home that got slightly out of hand, which is exactly what it is.

The space isn't huge, and it's not designed for lingering over a laptop. You browse, you eat, you explore the rooms, you leave. That's the rhythm. Go in knowing that and you'll enjoy it. Go in expecting a quiet cafe and you'll find it slightly overwhelming.

Weekends get busy. If you can make it on a Thursday or Friday, the crowd is noticeably thinner and you'll actually have room to move between the rooms without bumping into everyone else's camera.

Practical Info

• Address: 대한민국 서울특별시 용산구 후암동 한강대로102길 57 / 57 Hangang-daero 102-gil, Huam-dong, Yongsan District, Seoul
• Google Maps: Open in Maps
• Nearest subway: Seoul Station, 12-minute walk
• Hours: Mon, Thu–Sun 11:00 AM – 6:00 PM | Closed Tuesday & Wednesday
• Price range: Roughly 4,000–15,000 won per person depending on what you order
• Spice level: Mild — it's a bakery
• Vegetarian: Partial (baked goods likely fine, check soup-based items)
• Halal-friendly: Partial — no obvious pork in the bakery items, but confirm with staff on specific dishes
• Reservations: Not available
• Good for groups: Better suited to pairs or solo visits given the space

One Last Thing

The hours are 11 AM to 6 PM with no late-day buffer — so don't plan this as an afternoon stop after a full day of sightseeing unless you're certain you'll make it by 5:30. Getting there right at 11 on a weekday is the cleanest experience: fresh bread, less foot traffic, more room to actually look around.

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