The novel, creative and quirky bakery experiences that keep coming in Shanghai

If you happen to visit the Shanghai bakery L'ATELIER OVER BAKERY (hereinafter referred to as 'Over'), hoping to taste their famous 'Omakase Bread' without a reservation, you might be disappointed.

The menu of Omakase bread in Over

Omakase, originating in Japan and now popular locally, is a style of dining where customers leave the choice to the chef. This adds an element of mystery and excitement to the meal, as diners do not know the ingredients, cooking methods, or flavours in advance. Omakase experiences typically offer limited seating and require an advance booking. These restaurants are often high-end, featuring a private, exclusive atmosphere that emphasizes a sense of ritual and luxury.

Omakase bread dining experience shared by user @安祖祖 @一口团子 @恩惠Girl_ from Dianping.

Over's Omakase bread is similar to a blind box, featuring a selection of five bread types from the store such as baguettes, whole wheat, butter bread, ciabatta, and cinnamon rolls. It comes with homemade butter, vegan cheese, freshly sliced Italian ham, and snacks, all served on a 10-inch pure white porcelain plate. This set is priced at ¥108 ($15).

In March of this year, Over's Omakase bread shot to the top of Shanghai's baking scene after two food bloggers recommended it. Bread lovers and those looking for new experiences rushed to give it a try. Demand soared, but Over only accommodated 10 customers per day. By March 4th, the waitlist had already stretched out to 20 days ahead.

While Over's bread is considered affordable in the Omakase field, at ¥108 ($15) per person, some find it expensive for what is essentially everyday bakery fare. Some see it as a gimmick, while others are willing to pay for the experience and quality. One fan believes that Over's bread is all handmade and unique in taste, justifying the higher price. "To distinguish the texture, quality, aroma, and ingredients of bread requires a certain level of expertise that not everyone possesses."

Apart from Omakase bread, if you take a closer look at Shanghai's bakeries, you'll find many other 'flashy' products.

Nudake's mini croissants the size of fingernails, priced at 4 for ¥20 ($2.80), have brought a huge influx of customers to the shop. In addition, Nudake's 'mountain peak' croissant cake with fusion of green matcha cream and black squid ink, is striking with in a visually whimsical way. While seen as a marketing gimmick, there are always curious customers willing to pay.

Nudake's mini croissants and 'mountain peak' cake. Shared by user @爱吃鱼的MT from Dianping

Nudake has also introduced a creative new concept with its 'Croissant Gym,' where a bakery combines with a gym. Here, you can not only purchase coffee and croissants but also take photos for social feeds, making it a novel and interesting experience that attracts many people to visit.

Nudake's 'Croissant Gym' space. Shared by user@heyrinco from Xiaohongshu/RED

In Shanghai, the neighbourhood bakery Gluglu has made a name for itself with its distinctive red storefront design and innovative bread offerings. Every month, Gluglu develops new products and introduces seasonal items for different occasions, like Christmas-themed bread with apple and cinnamon flavours.

Gluglu's eye-catching red storefront design. Shared by users @ShanghaiLook @24H Studio from Xiaohongshu/RED

Gluglu's Christmas-themed bread with apple and cinnamon flavours. Shared by@gluglu from Xiaohongshu/RED

However, introducing new products is just part of the routine. Many bakery brands, including Gluglu, aim to be more than just bread sellers; they want to be lifestyle brands. Gluglu also sells various accessories such as limited-edition tote bags,

Gluglu's brand accessories such as limited-edition bags, water bottles, and even nail art styles. Shared by @gluglu from Xiaohongshu/RED

In Shanghai, novel food creations and fusions can spark curiosity and social buzz, adding emotional value beyond just taste and price. This is one of key business strategies that not just upscale bakeries, but many categories should embrace in China.