Salted Boy opens its salted bread shop in Paris!

Salted Boy opens Paris’s first permanent shop dedicated to salted bread, the buttery Nippo-Korean brioche that went viral, on Rue Réaumur in the 3rd arrondissement, starting September 1, 2026. We sampled its buns and you’ll love them.

After taking its concept across a string of pop-ups, Salted Boy steps up a gear and unveils its very first salted bread shop at 4 Rue Réaumur, in Paris’s 3rd arrondissement, on the Arts et Métiers side. We tried its famous Japanese-Korean buttered brioche during one of its pop-up runs, and it’s clear why the queues started forming as soon as doors opened.

Spring 2026 marks the birth of the project. During a two-day pop-up, more than 1,000 salted breads found new homes. A surprising success that, after a few ephemeral runs to fine-tune the concept, convinced its founders to turn a good idea into a permanent venture. This flagship spot is led by Maxime Gaffory (Basis) and Stéphane Ung (Coupi Bar), two well-regarded figures on Paris' food scene. For the bread, they rely on the expert touch of Anthony Nguyen, whose craftsmanship gives this pastry its signature softness.

What exactly is salted bread?

The salted bread, also known as shiopan in Japan (its birthplace in the mid-2010s) and sogeum-ppang in Korean bakeries, rests on a principle as simple as it is foolproof. The dough is shaped into a triangle, then rolled around a block of butter, which melts during baking and literally fries the bread’s base. The result: a crusty, caramelized underside, a soft, airy interior, and a pinch of salt on top to balance it all.

Not quite a croissant, not quite brioche, not your standard sandwich loaf, this pastry sits somewhere between the three. It’s that buttery, crackling, salty contrast that makes it almost impossible to put down once you’ve tasted it. Trust us: you have to try it to understand.

How do you savor Salted Boy's salted bread?

At Salted Boy, it’s not just about a simple loaf. The sweetness is dressed up with a range of flavors, from sweet to savory. Chocolate coating, pandan, cream cheese—the lineup has expanded since our test.

The coconut pandan cream is arguably the most intriguing. Pandan, a plant widely used in Southeast Asian patisserie, delivers soft, subtly vanilla-edged, herbal notes, with that instantly recognizable pastel-green hue. Paired with coconut, it yields a fresh, enveloping cream that nicely contrasts with the warm butter on the bread. The chocolate cream leans indulgent and unapologetically flavorful, while the cream cheese satisfies those who prefer a savory-creamy profile.

More variants await on-site, including a chocolate-coated version that leans hard into indulgence. It gives you something to look forward to on every visit, turning the humble, buttery pastry into a mini collection to explore.

And what pairs with buttered bread?

The salted bread pairs perfectly with a hot drink, and Salted Boy has figured it out. At its pop-up moments, the project teamed up with Viahe Caphê, a Paris spot beloved by specialty coffee lovers, to offer signature drinks—crafted beverages, matcha, and a few surprises. A drink-with-bread pairing buttered just right, conceived in every detail to deliver a full-on gourmet experience rather than a simple take-away stall.

Where to find Salted Boy and when to go?

The Salted Boy shop opens its doors at 4 Rue Réaumur, Paris 3rd, starting September 1, 2026. The Arts et Métiers district, just a short walk from the Sentier, is perfectly suited for a gourmand’s stroll, with studios, designer boutiques and specialty cafés. We recommend stopping by early in the day: given the buzz around salted bread, quantities are likely to fly off the shelves. All the info and updates can be found on the Salted Boy Instagram account.

Our take: We love the concept of a venue entirely devoted to this addictive pastry, led by a trio who knows the Paris food scene inside out. The pandan cream clearly steals the show and is worth the detour on its own. A wonderful discovery to add to your plans if you’re wandering around the area.

Who this is for: Curious about the Paris food scene, fans of Asian bakery, and anyone who loves following the rise of passionate projects. To extend your gastronomic exploration, check out our article on Amam Dacotan, the Japanese bakery in the 11th, our piece on the ephemeral tea salon around mochi cookies and daifuku, or our roundup of the best bakeries in Paris.

Enjoy the feast!