People Are Visiting Multiple 7-Elevens Just to Find This Korean Cream Bun

A new cream bun at 7-Eleven Korea is selling out across Seoul, with shoppers going from store to store to find one. Fans on social media have described visiting four locations in a single afternoon just to find a single bun on the shelf. The buzz has even drawn comparisons to the premium convenience store desserts long associated with Japan.

The product is part of a new dessert line built around Maeil Dairies' "Easy-to-Digest Milk," a lactose-free brand that leads its category in South Korea. On a recent weekday afternoon, one 7-Eleven in a residential Seoul neighborhood had already sold out. The following evening, a store near Euljiro still had one of each variety left. A staff member said local shoppers who had seen the launch online were driving most of the sales, while foreign tourists had yet to catch on.

The "Easy-to-Digest Milk Cream Bun," priced at 2,900 won, contains 45% cream, with 7-Eleven saying it uses 129% more dairy cream than its earlier "Puhaha Salted Milk Cream Bun" . The "Chocolate Cream Bun," priced at 3,000 won, uses 330% more cream than its predecessor. Both are built around a softer, cream-heavy texture, with the milk version emphasizing a fresh dairy flavor and the chocolate version leaning into a rich chocolate-milk taste.

The launch comes as Korea's convenience store dessert market has grown increasingly competitive. In 2022, CU's Yonsei Milk Cream Bun went viral for its thick layer of cream and the "half-cut shot" trend, in which shoppers sliced the bun open to show the filling. By August 2026, the bun had sold 110 million units. GS25 and Emart24 have since developed their own signature cream buns, turning convenience store bread into a major part of each chain's dessert lineup.

7-Eleven is now trying to strengthen its position with Maeil's flagship lactose-free milk brand. The chain has already seen strong demand for imported dessert products, with dessert sales rising 82% from January through August this year. Quick-commerce delivery sales in the same category jumped 533% during the same period.

With Korean shoppers increasingly treating convenience stores as destinations for trendy desserts, 7-Eleven is betting that its new cream buns can become the chain's next must-have item.