Shiopanya at Times Square: Premium Japanese Salt Bread Worth Two Visits

This visit was sponsored by Shiopanya. As always, all opinions are my own.

Every time I go to Times Square in Yeongdeungpo, I end up eating the same things. Then I spotted a salt bread pop-up right next to the CGV cinema on the 4th floor: Shiopanya, a premium brand that recreates the original Japanese shio-pan. I tried one, loved it, and went back the next day. Two days in a row!

Name	Shiopanya Times Square (시오팡야 영등포 타임스퀘어점)
Address	Times Square 4F, 15 Yeongjung-ro, Yeongdeungpo-gu, Seoul (next to CGV) 서울 영등포구 영중로 15 타임스퀘어 4층
Getting there	Yeongdeungpo Station Exit 6, about 400 m
Hours	Daily 10:30–22:00
Open until	Pop-up runs Oct 1 – Nov 30, 2026
Price	Classic ₩3,500 · all other flavors ₩4,500
Good to know	Cashless (card / mobile pay only) · no parking validation
Disclosure	Sponsored visit

Where to find it

From Yeongdeungpo Station Exit 6 it is a short walk to Times Square. Take the escalators up to the 4th floor. When you step off, the CGV entrance is right there, and Shiopanya’s white sign is just to the left. Grab one before your movie and another on the way out.

What is Shiopanya?

The sign reads 塩パン屋 — “salt bread shop” in Japanese. The brand started in 2022, is run by O’SIO, and has its flagship at D Tower in Gwanghwamun. These days it tours department stores and malls with pop-ups, and the banner says it has sold more than two million rolls.

According to the leaflet, the recipe was developed with advice from the original maker of salt bread at Pain Maison in Japan. They use a blended dough, premium bread flour and Elle & Vire Professional butter from France, and every roll is shaped, proofed and baked on site. I rarely see a bakery spell out its ingredients this clearly, so it won my trust right away.

Eight flavors to choose from

You smell the butter before you even reach the counter.

• Classic ₩3,500 — the original, where the French butter shines most
• Mentaiko — brushed with spicy cod-roe butter; savory and salty
• Chocolate — a chocolate baton baked inside
• Cookie — a classic roll under a crunchy cookie crust
• French (French flag) and Nacho (Mexican flag) — the little flags tell you which is which
• Truffle — you smell it the moment you open the bag
• Cheese — cheese melts out and bakes crispy; my favorite
• Everything except the classic is ₩4,500

Gift sets come with a free box

– Classic 5-piece set ₩17,500 – Mentaiko combo or chocolate combo ₩19,500 – Best set (2 classic + cookie + mentaiko + chocolate) ₩20,500 – “My Bread Box”: pick any 5 or more

Buy five or more and the box and shopping bag are free. Each roll comes in its own paper sleeve, so no buttery fingers. It makes an easy gift if you are visiting friends in Seoul.

My honest review

I tried truffle, chocolate, cookie, mentaiko and cheese, and ate them outside while they were still warm.

• Cheese — the moment I bit in, I knew. Crispy outside, chewy inside, with salty cheese and butter together. Top pick.
• Chocolate — rich and slightly bitter, not just sweet. A perfect sweet-and-salty match.
• Mentaiko — the crispy buttered crust is the best part. It made me want a beer more than coffee.
• Truffle — intensely fragrant but not greasy. The first one I would buy again.
• Cookie — sweet and crunchy, more like dessert.

Tips before you go

– Cashless store: bring a card or mobile pay – Times Square parking: first 30 minutes free, then ₩1,000 per 10 minutes — Shiopanya does not validate, so take the subway – Salt bread is best on the day. To revive it, microwave for 15 seconds or air-fry at 180°C for 2 minutes – The pop-up ends November 30, so go soon

Zoapik’s verdict

– Premium salt bread with French butter and high-end flour – Crispy outside, chewy inside — true Japanese-style shio-pan – Cheese and chocolate taste luxurious; truffle is on another level – Eight flavors, so it is fun to mix and match – Free box and bag with 5 or more — great for gifts – Easy to find next to CGV on the 4th floor – Heads-up: pop-up only until Nov 30, cashless, no parking discount

I planned to try just one and ended up going back two days in a row. Do not leave without the cheese and the truffle.