The 1st time I noticed an EGGDROP sandwich, I was perusing a Vietnamese food blogger’s site, wanting for recipes. A single graphic confirmed a compact, proper-aspect-up wrapper was a sandwich bursting with cuteness and, presumably, taste. Correctly scrambled eggs had been nestled concerning two slices of brioche, my favourite kind of bread. Slices of ham and American cheese hugged the eggs, a squirt of sauce strategically layered on best. It’s the sort of sandwich that appears to be like and feels posh—food that I’d want to convey to my buddies about.
That’s accurately what Goldenhind, the franchise-based mostly company that produced EGGDROP, wishes you to do. To the younger and mobile-friendly group of South Korea, EGGDROP’s trajectory as an elite manufacturer (it expenditures by itself as “Korea’s initial quality gourmet egg sandwich”) can be attributed to how quite a few folks share what they consume on-line. Turns out, an egg sandwich “inspired by the American diner” was particularly what men and women essential.
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EGGDROP sandwiches are for the buyer who needs the finest of every little thing: American diner fare crammed with eggs, ham, bacon, cheese, and avocado but also a fast, effortless, and large-quality protein solution. Goldenhind understands this desire and caters to it the tiny, kiosk-model restaurants typically have long traces and operate like a restricted ship, with rigorous top quality handle identical to American dining establishments.
Inside of are stainless metal countertops and appliances with pretty couple chairs, making it the type of grab-and-go put that quite a few active younger specialists prefer (or at least patronize). Then there is the signature black-and-white grid pattern of the sandwich wrappers, which EGGDROP calls the “city grid” sample, representing the point that a lot of spots are positioned in populous places.
To try to eat an EGGDROP sandwich is to be part of a life style manufacturer, the escalating wellness-conscious and socially minded younger gurus who also (secretly) motivation an American diner experience. For clients, it is the taste, ease, and visible enchantment that provides them in, but for Lee Mikuyng, who co-owns an EGGDROP site with her mom, the working experience of possessing a cafe makes it possible for them to kind a bond stronger than ever in advance of. She characteristics the trendiness element to the way the sandwiches are created.
“We set in the bread vertically, not like most sandwiches.” she states, and this can make the sandwich a excellent selection for all those hungry for a brief bite on the go. That type of attention to element issues, even if the visible features really do not impact the flavor of the ultimate merchandise.
In the past several yrs, the acceptance of this sandwich has gone past the streets and Instagram. On TikTok, for case in point, creators publish critiques of the sandwich, or try to make their own version, or only introduce people today to related versions. A lot of of these videos have garnered thousands of views, therefore elevating brand awareness even far more.
The quantities do not lie. As of April 2022, there are 275 EGGDROP spots around South Korea. Revenue for the initial 50 percent of 2021, as the organization boasted on its site, have been 38.5 billion South Korean won—that’s virtually $30 million USD in just five many years. And talking of USD, extra areas slated for opening this yr, in the two Thailand and the United States.
Phrase has distribute overseas, and corporations like Flippoly and Egg Tuck in the United States are already emulating this sandwich, touting their very own model of the aesthetically pleasing, Instagram-welcoming fare. With these other spots capitalizing on the similar attraction of EGGDROP, will the original from Korea, which took its cues from American diner fare to start with, stoke the most exhilaration and make the longest traces at the time it lands in the States? Eventually, the diners will choose. But one particular factor would seem simple: Having an egg sandwich is a single of the finest approaches to fill up a hungry tummy and raise your joy. Just really don’t ignore to share it on TikTok.