Postcard from Paris: Where the bakery queue is fast becoming a global trend

There’s a quiet thrill in stepping into a Paris boulangerie at 7am. The air is warm and golden, thick with butter, flour and the slow caramelisation of sugar. For the bakery tourist, this moment – croissants still warm and shelves freshly stocked – feels almost sacred. But beyond the romance of a fresh pastry, a broader cultural shift is underway.

Bakery tourism is booming. From Paris to Seoul, more people are travelling – sometimes across continents – for the cube croissant or kataifi pastries they saw online. And for many, the queue is part of the ritual. It’s a shared signal that you’ve arrived at a place worth waiting for; a kind of edible validation powered by social media and word-of-mouth.

This shift is being driven by younger generations who are trading late-night bar crawls for early-morning pastry pilgrimages. On social media, bakery content has exploded. TikTok videos tagged #croissant have already surpassed 3.8 billion views this year, while ‘best bakeries in Paris’ remains one of Google’s top food travel searches.

Globally, the artisanal bakery market was valued at $95 billion in 2022 and continues to grow at more than 30% a year. In the US, the specialty bakery segment – defined by bold flavours, small batches and handmade goods – is expected to top $9 billion by 2032.

Entire itineraries are being built around viral videos: Paris croissant trails, East London sourdough stops, Seoul’s sculptural patisseries and Filipino bakery taste tests. A single viral bun can become a destination.

These pastries may be engineered for the algorithm but many are genuinely excellent. Although sometimes pricey, they tap into a growing appetite for small, satisfying luxuries. Economists call it the ‘lipstick effect’ – when bigger splurges feel out of reach, people gravitate toward affordable indulgences that offer comfort and control. And in today’s volatile climate, that logic resonates more than ever. According to Mondelez International’s 2024 State of Snacking report, 80% of Gen Z say a daily sweet treat is essential for their mental wellbeing. That bakery stop is not just a snack, it’s a ritual of self-care.

This isn’t a passing fad. Travel, craftsmanship and the local food movement are aligning in the glass cases of neighbourhood bakeries.

The Paris icons turning craft into influence

Paris, arguably, remains the world’s capital of baked goods – not just for its heritage, but for how individual bakeries have adapted, innovated and told compelling stories through their craft. What unites the four featured here is their ability to stand out while staying rooted in tradition. Each offers lessons in product, presentation and the powerful pull of identity.

Du Pain et des Idées (34 Rue Yves Toudic, 10e)

Tucked near Canal Saint-Martin, this jewel-box of a bakery is as visually striking as the pastries it produces. Founder Christophe Vasseur revived 19th Century recipes and architecture alike: the mirrored ceilings and hand-painted panels echo the grandeur of old-world Paris, while the display cases gleam with escargot pastries filled with pistachio and chocolate, and rustic slabs of deeply caramelised Pain des Amis. The bakery doesn’t open on weekends and there’s nowhere to sit but the queues form regardless, drawn by bold lamination, organic flour and the unapologetic simplicity of the offering.

Lessons for bakery entrepreneurs:

• A distinctive, well-designed hero product (like the spiralled escargot) builds long term recognition.
• Scarcity and aesthetic cohesion can strengthen brand magnetism.

La Maison d’Isabelle (47ter Boulevard Saint-Germain, 5e)

In the heart of the Latin Quarter, this unassuming corner shop punches far above its weight. When its croissant – made with AOP Charentes-Poitou butter – won ‘Best in Paris’ in 2018, it transformed into a landmark. There’s nothing flashy here: no neon signage, no reinvention of the wheel. Just golden croissants with crackling shells and honeycombed interiors. It’s a study in discipline and quiet excellence. Tour groups stop here first; influencers post with reverence; and returning locals know exactly what they’re getting.

Lessons for bakery entrepreneurs:

• Use quality certifications (like AOP butter) as part of your brand story.
• Word-of-mouth grows fastest when consistency is the main event.

Stohrer (51 Rue Montorgueil, 2e)

The oldest patisserie in Paris, Stohrer is less bakery, more culinary theatre. Step inside and you’re met with gilded mirrors, marble counters, painted ceilings and pastries that are equally regal. Think glistening religieuses, glossy fruit tarts and baba au rhum soaked in spiced syrup, crowned with chantilly. Founded in 1730 by King Louis XV’s pastry chef, Stohrer has history in its DNA – but its appeal is far from stale. The window displays rotate like museum exhibitions. Every éclair or mille-feuille is photogenic, storied and a masterclass in indulgence.

Lessons for bakery entrepreneurs:

• Leverage history and aesthetics to create a fully immersive experience.
• Let your display do the talking – seasonal rotation keeps it dynamic.

Poilâne (8 Rue du Cherche-Midi, 6e)

Understated and calm, Poilân feels almost meditative compared to its flashier peers. Founded in 1932 and now led by Apollonia Poilâne, this bakery’s sourdough miche – huge, burnished, deeply tangy and stamped with its signature ‘P’ – remains its cornerstone. The shop’s aesthetic is sparce: wooden shelves, soft light and very little signage. You come here for bread that feels elemental. Its famed shortbread Punitions, sold in tins, offer a touch of sweetness and tradition without pretence. And yet, this simplicity travels – Poilâne now ships globally, without ever losing its sense of scale.

Lessons for bakery entrepreneurs:

• Minimalism can be powerful when the product speaks for itself.
• A clear, disciplined brand voice travels well across borders.