Bebe Donut Ikseon: Where Old Seoul Meets Retro Americana

A retro American-style donut shop hiding in the heart of Seoul’s historic Ikseon-dong

First, About Ikseon-dong

Before we get to the donuts, a word about the neighborhood — because context matters here.

Ikseon-dong sits in the heart of Jongno in Seoul, surrounded by Insadong Street, Changdeokgung Palace, and Jongmyo Shrine. It has a unique atmosphere that sets it apart from other old hanok areas like Bukchon or Seochon. The narrow alleys are filled with traditional tiled-roof houses, but inside are trendy cafes, restaurants, and cocktail bars that feel more like Hongdae or Itaewon than a traditional village.

Ikseon-dong is Seoul’s first planned hanok residential development, built in the 1920s during Japanese colonial rule. Unlike Bukchon’s aristocratic estates, it was built for working and middle-class tenants — which is why the hanoks here are tiny and tightly clustered. Through the 1990s it was a forgotten, quiet neighborhood. Around 2014, young entrepreneurs began renting the old hanoks and opening cafes and restaurants, and from 2018, word spread fast.

In 2018, it was reborn through Seoul City’s urban regeneration project. While preserving the original appearance of the old hanoks, their interiors were modernized to house youthful cafes, restaurants, workshops, and galleries. The shops maintain their individual character while preserving the traditional hanok atmosphere.

Today, packed into those narrow alleys are over 50 cafes, restaurants, bars, and dessert shops. Every turn reveals a new space. That’s Ikseon-dong’s charm. It’s also where Bebe Donut chose to open its doors — and the contrast couldn’t be more deliberate.

Enter Bebe Donut: A Different Kind of Ikseon

If you wander through the narrow alleys of Ikseon-dong and suddenly feel like you’ve been teleported to 1970s New York, don’t panic — you’ve just found Bebe Donut (베베도넛). Equal parts donut shop, photo op, and time machine, this place is one of Seoul’s most visually striking cafes, and yes, the donuts are very much worth the detour.

The brand bills itself as “The Ultimate Twist Donut Destination.” The building makes sure you don’t forget it. Bold red lettering across the yellow-and-blue facade, American flags flying from the rooftop terrace, Bebe mascot stickers plastered everywhere, and an alley painted with “STOP,” “ONE WAY,” and “BEBE RIGHT” road markings. The whole exterior is an Instagram set piece before you’ve even tasted anything.

While most of Ikseon-dong leans into a quiet hanok minimalism — wood beams, stone courtyards, hushed interiors — Bebe Donut goes full volume. It’s loud, maximalist, and wonderfully out of place. Which somehow makes it fit perfectly.

The Vibes: Pure Retro Americana

Here’s what you’re walking into:

Exterior: A two-storey butter-yellow building splashed with red stripes, covered in colorful promotional posters, and topped with a striped red-and-white awning over the rooftop terrace. Think Coney Island meets Seoul alleyway.

Ground floor order counter: An open walk-up window styled like an American drive-in, with a neon-lit menu board overhead and vintage Coca-Cola crates stacked beside the display case. Old comic books (X-Men, Spider-Man, Life Magazine) are arranged on a rack — purely for the aesthetic.

1F interior: A compact room with a retro Coca-Cola vending machine, snack shelves, New York street photography on the walls, and a small seating nook.

2F Hall: The main dining room, and the real showstopper. Exposed log-beam ceilings painted red, checkerboard floors, mismatched plaid and floral chairs with chrome frames, strings of American flags and Bebe pennants hanging overhead, and warm Edison bulb pendant lights. An orange rotary telephone mounted on the blue wall adds one final surreal touch.

Rooftop terrace: Open-air seating on artificial grass under a red-and-white striped canopy, with views over the surrounding Ikseon-dong hanok rooftops and the Seoul skyline beyond. Rooftop cafes with views of the clustered tiled roofs of neighboring buildings are one of Ikseon-dong’s signature experiences — and Bebe’s version adds flags, string lights, and a “Have a Good Bebe” sign to the mix.

The entire space is obsessively curated. Every corner has a mascot decal, a Coca-Cola prop, or a hand-lettered sign placed with intent.

The Donuts: Twist Is the Thing

Bebe Donut’s specialty is the kkwabaegi (꽈배기) — the Korean twist donut — elevated with modern flavors and presented in a glass display case behind the order window. These are not your standard glazed rings; they’re long, braided, freshly fried, and topped with everything from earl grey glaze to tiramisu cream.

The lineup includes classic options like Milk Glaze and Lemon Glaze alongside more indulgent picks like Blueberry Yogurt, Choco Castella Cream, Tiramisu, and Cinnamon Nurungji. Prices are reasonable — most donuts fall in the ₩3,500–₩4,800 range, with a handful of everyday options at the lower end.

Drinks

Coffee is available at the counter alongside the donuts. The menu keeps it simple: Americano, latte, and vanilla latte, plus seasonal options like Candy Latte and Earl Grey Vanilla Latte. The shop notes that all drinks use a handmade base with no added syrup, and the recipes are designed specifically to pair with the donuts.

Practical Info


Address	31-14 Donhwamun-ro 11na-gil, Jongno-gu, Seoul
Nearest Subway	Jongno 3-ga Station (Lines 1/3/5), Exit 4 — 5 min walk
Floors	1F order counter · 1F Hall · 2F Hall · Rooftop Terrace
Payment	Card accepted
Takeout	Yes — branded to-go boxes available

Tips Before You Go

Time your visit well. The neighborhood gets very crowded, especially in the afternoon. To avoid the large crowds, visit around 11:00 am or in the evening after 6:00 pm.
Head upstairs. The 2F Hall is the most atmospheric place to eat — don’t settle for standing at the counter.
Grab the rooftop. The view over the hanok tile rooftops with the striped canopy overhead makes for one of the better outdoor seating spots in the neighborhood — especially if you’re visiting on a clear day.
Order two flavors. The donuts are affordably priced; pair a classic (Milk Glaze or Earl Grey) with something richer (Tiramisu or Blueberry Yogurt).
Combine it with Ikseon-dong. Most people spend 2–4 hours in Ikseon-dong, which is enough to explore the alleys, stop at a café, enjoy a meal, and do some shopping. Bebe Donut fits naturally into that rhythm — grab a twist donut and coffee here, then wander.

Bebe Donut Ikseon is unabashedly maximalist. Every surface is working overtime — the signage, the props, the mascots, the flags. But somehow it all coheres into something genuinely fun rather than overwhelming.

Ikseon-dong is more than just a trendy destination; it’s a living testament to Seoul’s ability to blend history with modernity harmoniously. Bebe Donut leans into that tension in the most unexpected way — a New York-style donut shop wedged between hundred-year-old hanok walls, somehow feeling completely at home.

Whether you’re a collector of Seoul’s most eccentric cafes or simply someone who wants a good twist donut and a coffee before exploring the neighborhood, Bebe Donut delivers on both counts.

Come on bebe.