Bontemps is bringing the joy of Korea’s traditional confectionery, “kkwabegi” (twisted donuts sprinkled with sugar), to the world by adding creative toppings and vibrant colors. This transformation of the classic street food is gaining international popularity, according to the company’s head on Tuesday.
In a recent interview with The Korea Times, Bontemps Founder and CEO Lee Sang-hun discussed the company’s expansion into Mongolia and Vietnam, where its donuts are now available. With four stores in Korea and two in Japan, Lee extended his market reach to Mongolia and Vietnam in April. This expansion followed a partnership agreement with the Korean Ministry of Agriculture, Food and Rural Affairs and GS Retail, which operates the major convenience store chain GS25 in Korea.
Through this partnership, Bontemps began selling its donuts in 300 GS25 stores in Vietnam and 276 in Mongolia. This makes Bontemps the first company to benefit from a government initiative aimed at helping small and medium-sized enterprises (SMEs) in the food industry expand overseas with support from larger Korean companies with established international networks.
Lee expressed confidence in Bontemps’ potential in these new markets, citing the support from the food ministry and GS25. He has also introduced new donut varieties tailored to local tastes. All Bontemps donuts sold in these countries are produced and distributed locally.
“The food ministry and GS25 have been very supportive, and I expect positive results,” Lee said. “Although we lack specific market data, we are working hard to support GS25 and maximize our sales. I hope that when people think of Korean kkwabegi, Bontemps will come to mind.”
Bontemps in Japan
Bontemps, named after the French phrase meaning “good time,” expanded to Japan in February, opening its first store near Orange Street in Osaka’s Chuo Ward. A second store is set to open this month in Tokyo’s Nakameguro. The success of the Osaka store attracted GS Retail, leading to their partnership.
In Japan, Bontemps stores are managed by One’s Tryin, a Japanese franchise management company. Lee chose One’s Tryin for their genuine interest in Korean dessert culture and their commitment to the brand. Plans are underway to open another store in Fukuoka.
“One’s Tryin is handling our market expansion in Japan, including inquiries from entrepreneurs and arranging new store locations,” Lee said.
Bontemps first entered the Japanese market with a pop-up store at Takashimaya Department Store in Nagoya in July 2023, which was highly successful, drawing long lines and achieving daily sales of over 9 million won ($6,500).
A Bittersweet Beginning
Bontemps’ flagship store is located near Seokchon Lake in Seoul’s Songpa District, with additional locations near Seoul Forest and inside Hyundai Department Store in Daegu. A fourth store is opening this week in Gangneung, Gangwon Province.
The Seoul stores have gained attention, especially among foreign residents and tourists, for their unique twists on the traditional pastry, featuring toppings like cherries, strawberries, cheese, cream, garlic, butter, and Oreos.
“We offer 20 different kinds of twisted donuts and have another 20 secret varieties to unveil later,” Lee said.
Lee has no plans to franchise Bontemps domestically, believing that twisted donuts alone are not sustainable for a franchise business. Instead, he focuses on direct management to maintain quality and brand identity.
Lee’s motivation to start Bontemps in 2021 stemmed from a negative experience while supervising a kkwabegi pop-up store at a major Korean department store. The poor treatment he received there inspired him to create a brand that would be indispensable to major department stores. Just two months after opening Bontemps’ first store in Jamsil, he received offers from Lotte Shopping, Shinsegae, and Hyundai Department Store to open more stores.
About Lee Sang-hun
After completing his military service, Lee worked part-time at a local highway rest stop in Korea, making and selling kkwabegi. This experience sparked his interest in the business potential of the pastry.
In 2018, Lee supervised a pop-up store for another kkwabegi brand at an undisclosed department store, which motivated him to launch his own brand. He reimagined the traditional kkwabegi to appeal to modern consumers by using less sugar for a healthier option.
Bontemps’ Seoul stores feature unique interior designs and props, reflecting rooms Lee imagined as a teenager, adding to their popularity alongside the donuts.