There are two things you should know about Jayeondo Salt Bread. First, there’s always a perpetual line around the block. Second, there’s only one thing on the menu. And you know any place that can pull that off has to be good.

Salt bread has long been a cult-favorite in east Asia. It comes in many forms, many variations among Asian bakeries. Jayeondo takes it to the extreme. Light, fluffy, just slightly sweet milk bread that melts like a cloud, almost too much salted butter, enough to ooze out and crisp up the bottom for a satisfying crunch. A minimalist shop with comforting neutral tones and textures to exude a sense of slow living calm while you wait to get your little paper package of bread tied up with a strip of twine. Simple elements coming together to become so much more. It looks plain, but is delightfully decadent, and dangerously addicting (there’s a reason they’re sold in packs of 4).

On first glance you’d assume this place has meticulous branding online to match its physical footprint, but it is remarkably quiet in terms of online presence. All the hype is word of mouth. With the surge of popularity, they’ve opened a few outposts around Seoul. Some bigger than others (the one in Ikseon-dong is in a hanok with some seating outside), but all of them with the consistent cozy smells of butter and bread and a queue of patient bread eaters.