PICK BAKE Seongsu Opens Near Seoul Forest With Fresh-Baked Egg Tarts

PICK BAKE Seongsu opened in the Seoul Forest and Seongsu area on June 20, 2025, adding a focused egg tart stop to the neighborhood’s busy dessert map. For anyone following Seongsu dessert cafes, the opening is notable because PICK BAKE is not presenting itself as a broad bakery cafe, but as a brand centered on egg tarts baked directly in-store.¹

The opening was reported on June 19, 2025, one day before the new shop began welcoming customers in the Seoul Forest and Seongsu area. Multiple reports described PICK BAKE as an egg tart specialty brand, with the Seongsu branch highlighting freshly baked egg tarts and an opening promotion around the Pick Classic Egg Tart Set.¹²

PICK BAKE Seongsu Opens With an Egg Tart Focus

Seongsu is often talked about as a cafe neighborhood, but this opening stands out for its narrow and easy-to-understand concept. PICK BAKE’s Seongsu branch is built around egg tarts, especially a Portuguese-style base and a store-baked approach that the brand emphasized in opening coverage.²

That detail matters because Seongsu’s dessert scene is crowded. A new cafe or bakery can easily disappear into the wider category of “things to try near Seoul Forest.” PICK BAKE’s angle is more specific: egg tarts, baked on-site, with the Pick Classic Egg Tart Set positioned as part of the opening promotion.¹

The brand’s message around the opening also leaned into proof rather than promise. Kim Seo-yoon, CEO of PICK BAKE, was quoted as saying, “We do not promise; we prove.”¹ It is a short line, but it matches the way the opening was framed: the product and the in-store baking method were presented as the main reasons to pay attention.

For readers building a casual Seongsu food route, that makes the shop easy to place. It is not described in the available material as a full brunch destination, a themed cafe, or a large dessert showroom. The confirmed information points to a more focused stop: a place tied to egg tarts in the Seoul Forest and Seongsu area.

Where the Seongsu Branch Fits Into the Neighborhood

The official PICK BAKE branch listing includes “PICK BAKE Seongsu” and gives the address as 20-1, Seoul Forest 2-gil, Seongdong-gu, Seoul.³ That location detail is useful because the opening coverage repeatedly ties the branch to both Seoul Forest and Seongsu, two names that often overlap in how visitors describe the area.

The same official branch page lists Seongsu alongside other PICK BAKE locations, including Jamsil and Pyeongchon.³ Based on the available information, the Seongsu shop is therefore part of a broader branch network rather than a one-off pop-up.

The official catering page also names Seongsu as a branch where group orders can be reserved. For Seongsu, the page specifies that group orders are available only for the Pick Classic Egg Tart Set, with pickup or quick delivery as the listed receiving options.⁴

That group-order detail adds a practical layer to the opening story. It suggests the Seongsu branch is not only aimed at walk-in dessert customers, but also set up for office snacks, small gatherings, or planned orders in the area, at least through the specific Pick Classic Egg Tart Set option confirmed by the official site.⁴

Opening Promotion and Social Media Signal

PICK BAKE’s official Instagram posted an opening-event Reel in June 2025 using hashtags connected to Seongsu desserts, Seoul Forest cafes, and egg tart spots. The visible search-result text for the post said there were “just two days” left before the grand opening and previewed a daily first-come, first-served event.⁵

Because the current date is June 11, 2026, that opening event belongs to the past. It should be understood as part of the launch period, not as an active promotion. Still, it shows how the brand positioned the Seongsu opening at the time: directly within the local cafe-and-dessert search culture, with Seoul Forest and Seongsu used as the main neighborhood markers.⁵

The available sources do not provide a full menu, operating hours, seating details, or current promotion information. What they do confirm is clearer and more limited: the branch opened on June 20, 2025; the address is officially listed; the brand specializes in egg tarts; the Seongsu opening emphasized Portuguese-style egg tarts baked in-store; and official group-order guidance names the Pick Classic Egg Tart Set for the Seongsu branch.²³⁴

For a neighborhood like Seongsu, that focused identity is probably the key takeaway. PICK BAKE Seongsu entered the area as an egg tart specialist near Seoul Forest, not just another general dessert counter. If you are mapping Seongsu dessert cafes by signature item, PICK BAKE’s confirmed role in the lineup is simple: a Seongsu branch built around fresh-baked egg tarts and the Pick Classic Egg Tart Set.