The pop-up’s success quickly sparked new ideas for its creators. After selling more than 1,000 salted breads in just two days last spring, Salted Boy has just opened its first permanent shop at 4 Rue Réaumur, in the 3rd arrondissement. Since September 1, this new spot—entirely dedicated to the little buttered brioche—has been welcoming food lovers just a few minutes from Arts et Métiers.
The new mecca for salted bread in Paris
Originating in Japan in the mid-2010s before becoming particularly popular in South Korea, salted bread is somewhere between a roll, a brioche, and a croissant. Its dough is rolled around a piece of butter that melts during baking, resulting in a crispy, slightly caramelized crust, while the inside remains very soft and fluffy. Sprinkle a few grains of salt on top, and there you have the recipe for the roll that everyone is clamoring for.
Behind the project are Maxime Gaffory, who previously founded Basis; Stéphane Ung of Coupi Bar; and baker Anthony Nguyen. The recipe was refined after a trip to Korea and notably incorporates sourdough and tangzhong, a technique that produces a particularly soft dough.
The shop doesn’t aim to expand its product line: salted bread truly remains at the heart of the concept. Batches come out of the oven regularly throughout the day, and several sweet and savory versions are available. You can also pair them with dipping creams—including pandan, cream cheese, or chocolate—as well as coffee and gourmet beverages.
After several pop-ups and long lines right from the start, Salted Boy now has a permanent location. It remains to be seen whether salted bread will become as big a phenomenon in Paris as matcha, mochi, or XXL cookies.
Location: Salted Boy, 4 Rue Réaumur, 75003 Paris
Hours: Tuesday through Sunday, 9 a.m. to 6 p.m.