If there’s one thing that turns China’s F&B investors on, it’s the promise of wanghong status: ‘internet famous’ establishments that spawn lines of the young, flush and impressionable clamoring at the door for a taste of your product – which ideally cost the price of a steamed bun to make.

It’s screamingly obvious this was the goal for Our Bakery, a newly-opened behemoth minimalist café. A trendy foreign import with three branches in its home city of Seoul, inside, the double height-ceilings, soft white lighting, floor-to-ceiling windows and sharp, Spartan interiors almost beseech you to photograph them. On the door, a schedule of the day’s baking roster details times at which certain delicacies appear, beckoning food bloggers with promise of peak-freshness.

Said delicacies are a patisserie purist’s nightmare: Nutella and banana-stuffed croissants, cream-laden tiramisu turnovers, injeol (glutinous Korean rice caked dusted with powdered beans) infused buns, and the infamous ‘dirty bread’ – a chocolate-dipped pain au chocolat that renders its eater’s face filthsome with cocoa and crumbs. The trouble is, they all taste pretty good – and fresh, too. Believe, I’d like nothing more than to hate that dirty bread, but there’s no denying the surprising quality of its thick dark chocolate shell, nor the layered and surprisingly light pastry. The croissant, which houses whole banana and an ooze of Nutella at its core, splinters under tooth in a way that gives its very distant French cousins a run for their money. While not overtly buttery, the lightness of its crumb goes well with its indulgent contents. The one traditional anomaly, a hefty canele with a dark, deeply-caramelized crust and tender vanilla custard center, hits its bittersweet textural intersection with unnerving accuracy. Coffee and soft-serve ice cream are the other facet of Our Bakery’s being. Supplied by Korean brand Softree, options range from the sane (milky vanilla in cup or cone), to the interesting (real honeycomb) and finally the insane (dusted with grated Kiri cheese). We sure as hell didn’t try the latter, but can vouch for the cool antidotal qualities that matcha pour-over soft-serve presents to rich patisserie. Our Bakery’s slightly desperate wanghong ambitions do lack the charm of your local French patisserie, but in truth, I know I’ll be back to try the rest of its deliciously bastardized bakes. At least, until the lines and chicks wearing Taobao AW2018 getting their hapless boyfriends to take pictures of them appear. Our Bakery, 1/F, UNI Elite Mall, 838 Huangpi Nan Lu near Xujiahui Lu.