: A loaf launched in July 2026 became the top seller at Vezzly, Hyundai Green Food’s bakery brand, the very next month.
Contents
What injeolmi bread is
Injeolmi is a Korean rice cake made from glutinous rice and coated with roasted soybean powder.
Injeolmi bread borrows that combination: a chewy rice-cake layer, a nutty soybean coating, and soft cream or bread underneath.
The pairing works because three textures meet in one bite — chewy, nutty, and soft.
It sits inside a wider rice-cake dessert boom in Korea, alongside items like pizza sulgi and fruit mochi reported in the same article.
For a first-time taster, the closest description is a mochi-style dessert built into a bakery item.
| Price | ₩8,500 per loaf |
|---|---|
| Launched | July 2026 |
| Past-month sales | About 6,000 loaves |
| Where to buy | 12 Vezzly stores in Hyundai Department Stores |
Why the pumpkin loaf hit No. 1
The loaf reached the top of Vezzly’s sales one month after its July 2026 launch, according to a September 5 report by Money Today.
About 6,000 loaves sold in the past month, which works out to roughly 200 a day.
At ₩8,500 per loaf, that is an estimated ₩51,000,000 in one month from a single product.
Novelty items are what drive Vezzly’s sales, and shoppers in their 20s and 30s account for about half of revenue on its signature products.
The brand runs this playbook openly: a limited 7-item Ottogi collaboration ran from August 11 to September 11, 2026, and its sliced seaweed cheese bread scored highest of the seven in an internal tasting.
The pumpkin loaf fits the same pattern — a limited-feeling item aimed at shoppers who chase new bakery releases.
Where to buy it
The loaf is sold at Vezzly’s 12 stores inside Hyundai Department Stores, including the Apgujeong main branch, Pangyo, and The Hyundai Seoul.
Vezzly has also sold key products frozen online since 2021 through Coupang and Kurly, and its online sales grew 64% year-on-year in January–February 2026.
Whether this specific loaf is available online was not confirmed in the reporting, so the department store counter is the reliable option.
For price context, Vezzly’s 400g whole wheat loaf retails online at ₩6,600, which puts the injeolmi loaf at roughly a 29% premium over the brand’s own everyday bread.
Stock can vary by branch for popular items, so going earlier in the day improves the odds.
Making injeolmi bread at home
The home version most often baked is injeolmi cream bread.
The dough is bread flour 250g, instant dry yeast 4g, milk 130g, egg 30g, sugar 25g, salt 4g, and unsalted butter 25g, with a 1-hour bulk fermentation.
Divide into 6, proof 40 minutes at 35°C, brush with milk, and bake at 180°C for 13–15 minutes.
Whip 200g heavy cream with 20g sugar, chill it for at least an hour, and pipe it into the cooled buns.
The coating is roasted soybean powder and brown sugar at an 8:2 ratio, and the key step is coating just before serving — the powder keeps its color and aroma that way.
Toasting the powder first adds aroma, and one or two chewy injeolmi pieces inside the cream are an optional upgrade.
Matcha and black sesame coatings are common variations.
An easier shortcut is the injeolmi croffle: press frozen croissant dough in a waffle pan, then dust with soybean powder mixed with a pinch of salt and zigzag honey and condensed milk on top.
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Sources
- Covered in brief.md already (Money Today 2026-09-05); no add (mt.co.kr)
- Home recipe: 8:2 soybean powder/brown sugar coating, cream f (bumkok.com)
- Injeolmi scone recipe — glutinous rice flour for chewiness, (bumkok.com)
Dates to check next
- The Ottogi collaboration ends September 11, 2026, which is a marker for how Vezzly rotates limited items.
- If buying in store, note that Vezzly items are sold at 12 stores inside Hyundai Department Store branches, including Apgujeong, Pangyo, and The Hyundai Seoul.
- If the loaf is sold out, the frozen online line on Coupang and Kurly is the next place to check for Vezzly items.
FAQ
Q. Is the pumpkin injeolmi loaf sold on Coupang or Kurly?
Vezzly’s key products have been sold frozen online since 2021, but online availability of this specific loaf was not confirmed. The 12 Hyundai Department Store counters are the confirmed channel.
Q. Does it sell out early in the day?
About 6,000 loaves sold in one month, roughly 200 a day across 12 stores. Per-branch stock levels were not reported, so same-day availability is best confirmed with the store.
Q. Is this a limited item?
No source within the reporting window says whether the loaf is seasonal or a permanent lineup product. The launch date and sales figures come from the September 5, 2026 report.
Want to try the loaf yourself? Check your nearest Hyundai Department Store Vezzly branch, or search Coupang and Kurly for Vezzly’s frozen lineup.
Cover photo: Korean rice cake-Tteok-01 by by Nicole Cho (nchoz) at Flickr — CC BY-SA 2.0
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