Over six years ago, a veteran fashion industry insider-turned-chef turned a tiny little dry cleaning store into an off-the-beaten-path bistro on Seoul’s Garosugil.
From that charmed, sweet nook, she churned out lemon pies with bouffant clouds of meringue and cupcakes slathered in coconut-cream cheese frosting, reeling in seriously committed regulars who came back time and time again for her treats.
Then she just as quietly slipped away, closing her little cafe this spring for a six-month hiatus, during which she steadfastly worked on her second act.
Now she is back, with her sister on board, to reopen that beloved little spot called Bewitch in a new location on Oct. 18.
Sitting on a hard-earned stool in her soon-to-open shop, the chef who put aside a 14-to 15-year career in fashion for this sweet life explains why she moved to Seorae Village.
“Back then we were off the beaten path and then we weren’t,” Bewitch owner-chef Shin Ji-min, 46, said, alluding to the more recent boom in popularity of the streets branching off from Garosugil, where her store was originally located. “So I ran away to this spot, to be off the beaten path again.”
Shin discovered a 30-year old building nestled in a street off the main road of Seorae Village and decided that the bottom, half-basement floor was perfect.
Converted into a white space with wood floors and patio seating, Shin’s new dessert bar is airy yet sequestered, a hideaway ideal for those craving a quiet moment to linger over warm, gooey fruit crumbles and seasonal pies.
When autumn rolls around, Bewitch rolls out its pumpkin pie, which is fashioned from fresh roasted pumpkin and served up robed in silken whipped cream. (Yoon Byung-chan/The Korea Herald)
Shin promises to stick to her repertoire of seasonal sweets like autumnal pumpkin pie and late winter-early spring strawberry shortcake, but she is also going to ramp up her menu with baked-to-order-style treats served in individual portions along with no-bake desserts.
In addition to some new sweets, Shin is also returning to her savory roots.
When Shin first opened Bewitch, she served mouthwatering sandwiches and pastas alongside her sweets before focusing solely on desserts.
At her new location, Shin is bringing back the savory with “munchies,” snacks and nibbles like chicken pot pie and various grilled cheese paninis, ideal matches for the various wines and cocktails that she has added to the drinks menu.
Shin’s sister and Bewitch’s new bartender, Shin Chang-in, will be overseeing all those libations, which will include sweet cocktails that one can enjoy with one’s treats or sip solo.
Bartender Shin, 47, divulged plans to whip up various drinks including a cheesecake martini, a hard cider sangria, rum punch, a Thai martini and nonalcoholic options.
Although Yet while the shop is in a new location with new savory snacks and new drinks, loyal customers need not fear, chef Shin is still at her post in the kitchen whipping up Bewitch classics like her sumptuous red velvet cake.
Bewitch’s classic red velvet cake is crafted from Valrhona cocoa powder for a rich depth that is amplified by the sweet cream frosting used to decorate the treat. (Yoon Byung-chan/The Korea Herald)
● 76-10 Banpo 4-dong, Seocho-gu, Seoul
● (02) 3445-0529
● Open 11 a.m. to 10:30 p.m. daily, closed Sundays
● Pies and cake by the slice cost around 9,500 won to 16,000 won, munchies from around 12,000 won to 20,000 won and casseroles in the 20,000 won range, cocktails cost around 8,500 won to 24,000 won
By Jean Oh (
oh_jean@heraldcorp.com)
