That corner of Wujiang Lu and Maoming Lu must now have one of the highest bakery-per-sqm ratios in the world. Four massive bakeries within about 20 meters. It's getting weird.
The newest one is called Amam Lonbakery Town. It looks like Disneyland opened a vintage London-themed pastry shop on steroids. It also looks... suspiciously like Butterful & Creamorous directly across the street. Same maximalist, faux-vintage, gold-lettering situation.
On the shelves: sugar, sugar, and more sugar, sculpted into extremely Xiaohongshu-friendly forms. Chocolate croissants stacked like props. Not much in the way of actual bread you'd eat with dinner.
Menu items include things like a "British Red Bean Butter Pretzel Bagel," which of course sounds deeply traditional to the streets of Manchester.
And big, glossy cakes. Might come in handy for birthday emergencies now that Awfully Chocolate is gone. Otherwise, it's mostly a content bakery.
Quick check: not from London. The trademark was filed locally last year. It's a homegrown brand doing the whole retro Yinglun thing. Shanghai loves a fake London moment. Anyone remember Glo London (not from London) or "London's best-selling vodka," Solid Vodka (not sold anywhere outside China)?
As for longevity? Hard to say. Drunk Baker across the street didn't make it a year.
Anyway, go if you need a sugar fix. Or content. Probably not if you need good sourdough.
