Indulgence is freshly baked desserts tucked inside a brown bag,
It’s a radioactive feeling that lingers in the back of the mind begging for attention,
Its enticing calls are manifested in crunchy Dubai chocolate bars, freshly baked canelés, tigres, white chocolate macadamia nut cookies and classic madeleines,
All created within the day and fine ingredients.
But not all indulgences are created equally,
A pre-packaged madeleine simply won’t satisfy and that’s why,
Buying from @brownbagcookies, buys true, peaceful indulgence.
Brown bag cookies is a French-inspired Korean bakery, squished between a mailroom and bank in Koreatown’s Central Plaza. It’s easy to miss but impossible to forget.
Who can resist French baking with a Korean twist?
Financiers with ube, red velvet, matcha strawberry or black sesame cremé, Korean-style scones generously stuffed with buttermilk, early grey, strawberry or blueberry cream cheese.
And don’t forget the specials and seasonal items.
The monthly buzz finds the elusive dubai chocolate bar on the menu, and Thanksgiving will soon introduce maple pecan and kabocha squash pies.
All these indulgences are carefully hidden and found only within the brown bag safekept behind the glass display case or kept chilled in the diner refrigerator, waiting to be discovered.
Remember Indulgence is a choice – choose wisely.
Much like how indulgence should be a carefully considered choice, so too is how one chooses to spend an entire pandemic.
In 2020 Hyung Chul Kim, 44, owner of Brown Bag Cookies, made a life-altering decision, he left his job as a restaurant manager in the greater Los Angeles area and decided to devote his newfound free time to perfecting his baking skills and cultivating his recipe book.
What began as a hobby — baking for family and friends — soon grew into a passion, and the idea of opening a bakery began to take root. Seeking inspiration, Kim ventured to South Korea, immersing himself in its vibrant café culture.
He also pored over French baking recipe books, blending classical techniques with his own inventive twists, like the popular fig and cream cheese combination.
Kim’s dedication and hard work led to the grand opening of Brown Bag Cookies in May 2022. For the first few months, he was the bakery’s sole employee, working long hours with hardly any breaks.
“I would get here at seven in the morning to bake everything and prepare. At that time, I opened around 11 a.m. until 4 or 5 p.m..” Kim recalls.
“After, I would take a break to eat my lunch and dinner, and went back to work to prepare for the next day. I would be here for 14 or 15 hours and go home around 10 or 11 p.m.. That was my routine for the first two or three months.”
Running the bakery on his own also presented its own unique challenges.
“The worst part was when I had to use the restroom,” Kim says with a laugh. “I’d have to lock up the shop, but sometimes, I’ll admit, I just didn’t lock the door and went.
Ever since COVID stripped away everyday human interactions, Kim made it his mission to foster meaningful connections with every customer at Brown Bag Cookies.
“Nowadays, people can order through their phones or kiosks without saying a single word to anyone,” Kim explains. “But I don’t like that. We’re human beings, and we need to communicate with each other.”
At Brown Bag Cookies, there are no televisions or kiosks — just simple, hand-crafted menu waiting to be explored. Kim encourages his customers to ask questions, engage in conversation, and indulge not just in the food but in the human connection that was sorely missed during the pandemic.
Whether it be about the food or simply about one’s own day, brown bag cookies are here to be a place to convene for quality food and that’s why we love them.
Illustrated by Rina Shin | Written by Jason Escobar