“Passing by HKRI Taikoo Hui on West Nanjing Road at noon, I was shocked that so many people were queuing up in chilling winter!” “A new bagel museum was opened in Jing’an District. Hurry to experience it!” Recently, a new store was opened next to the “Little Dinosaur” in the North Square of HKRI Taikoo Hui, gaining popularity among bagel enthusiasts.

It is a branch opened by Beigel Tree by New York Bagelous Museum, a popular bagel brand that made its debut in Shanghai last year, in HKRI Taikoo Hui. It is also the second store opened by the brand in Shanghai. Consequently, office workers near West Nanjing Road have an additional option for high-quality brunch.

Upon entering the store, the reporter was enveloped by the intense bread aroma. Despite its compact size, the store attracted a significant number of customers. Although it was noon, many customers streamed into the store. The seats in the middle were packed and the aisle on the other side bustled with customers queuing up to buy bagels. When the reporter arrived at the store, the popular bagel varieties such as red bean butter bagels and rose cheese bagels on the shelves were almost sold out. Many people were queueing up, eagerly waiting for the staff to restock the shelves with freshly baked bagels.

The overall decoration of the store presented the American retro style with intricate details. Adorning one wall is a large mirror encased in retro decorative painting frames. Many people take photos here after buying bagels. Opposite this is a row of wooden bread shelves standing against a retro red brick wall, displaying a diverse selection of bagels.

The reporter learned that the New York Bagelous Museum branch in HKRI Taikoo Hui mainly sells bagels and drinks. It offers 20 flavors of bagels, including basil bagels, curry beef bagels, Mexican pepper bagels, black chocolate bagels, and other novel flavors, with a unit price ranging from RMB 13 to RMB 26.

The bagel sandwich collection features diverse stuffings such as smoked salmon, grilled eel, as well as bacon and egg. According to the store manager, red bean butter bagels and leek cheese bagels, which rank top three in terms of popularity, are part of this collection.

A consumer told the reporter that as a bagel enthusiast, she has tried many classic flavors at the New York Bagelous Museum. She buys red bean butter bagels most often because the chewy alkaline bagels coupled with delicate and silky butter and sweet red bean paste create a sweet and salty but not greasy taste. “This new store is near my company, offering me a convenient and good option for buying breakfast in the future,” added she.

 Bagels, featuring a unique round shape, are made from yeast-fermented dough. High in dietary fiber, they are often associated with health benefits, which contributes to their popularity. As the dough is slightly boiled in boiling water before baking, bagels feature distinctive chewiness and flavor. Combined with a variety of stuffings, they have always gained widespread popularity in bakeries. It is reported that the New York Bagelous Museum has deliberately selected traditionally stone-milled flour from Bob’s Red Mill in the United States and Torigoe in Japan, making its bagels soft yet chewy.

In addition to offering a variety of flavors, the new store also launches substantial opening discounts to attract consumers. It offered a discount of 51% on the first day of opening. Moreover, it offers discounts every day from February 20 to March 9. It offers a discount of 31% for six consecutive days from February 26 to March 2 and a discount of 21% for seven consecutive days from March 3 to March 9. From February 20 to February 29, customers placing the first 30 orders will be given peripheral gifts, including refrigerator magnets, cloth bags, and Frisbees (they can choose one from the three). Gifts are limited and available on a first-come-first-served basis.