London’s viral Bread Ahead opens its first Asian branch in Bangkok

Anyone who has stood in line at Borough Market praying the crème brûlée doughnuts have not sold out will probably understand why Bread Ahead arriving in Bangkok feels like slightly bigger news than it should. The London bakery officially opens its first Thailand and Asia branch at Siam Paragon this week, bringing its famously overfilled brioche doughnuts and caramelised custard centres into Bangkok’s already very competitive sugar landscape. The Bangkok branch also comes with a Thailand-exclusive ‘Hot Doughnut Shop’ concept, where customers can watch the whole process unfold in front of them, from proofing and frying to filling and torching each doughnut individually. The viral crème brûlée version is naturally the headline act, though pistachio, sea-salted caramel honeycomb and blackcurrant cheesecake are likely to disappear quickly too. Bangkok also gets an exclusive Uji matcha and white chocolate flavour available only here. Honestly, the city probably did not need another viral dessert queue right now. But here we are anyway.

Grand opening May 30. Bread Ahead, G/F, Siam Paragon