From australia’s Indulgence to korea’s Sweet Sensation

When I first moved to Melbourne, I had zero experience in the pastry industry. Armed with 50 copies of my résumé, I walked door-to-door, visiting every bakery I could find. Eventually, my persistence paid off, and I landed my first job at Doughnut Time, a large-scale doughnut factory that supplied branches all over Melbourne. Was it glamorous? Not at all—but it was the first step in my journey.

The factory was a doughnut-making machine, producing thousands of doughnuts every morning. About ten of us worked together, making sure the doughnuts were ready for the early rush. My tasks were simple but repetitive—piping thick icing, dipping doughnuts in cinnamon sugar, and adding toppings. While seasoned staff could knock out 24 doughnuts in just a few minutes, I struggled to keep up. My uniform was constantly covered in icing—seriously, everywhere.

Determined to improve, I asked the head chef if I could take some icing home to practice piping. At first, my hands were bruised from trying to pipe with muscle instead of technique. Slowly but surely, I got better, and Doughnut Time taught me valuable lessons in speed, consistency, and balancing flavors. Although I found the doughnuts a bit too sweet for my Korean palate, I appreciated the experience. After a few weeks, I moved on to Zumbo Patisserie, but I wouldn’t think much about doughnuts again until I returned to Korea—and discovered Knotted.

Knotted: The Rise of Korea’s Fluffiest Milky Cream Doughnut

Fast forward to 2019. Knotted, a pastel-colored doughnut shop, was on the verge of becoming a cultural sensation in Korea. Their signature product—the “softest and fluffiest Milky cream doughnut”—was unlike anything I had seen. Filled with lightly whipped cream and strawberry jam, these doughnuts boasted the perfect balance of sweetness and texture. They stayed soft for hours, unlike other doughnuts that turn dry quickly. I remember waking up early just to get a box for friends—by afternoon, the shelves were always bare.

At this time, the concept of "milky cream" was trending in Korea. As people’s tastes became more refined, they started rejecting the cheap, vegetable oil-based creams that left an unpleasant greasy mouthfeel. Producers quickly responded by rebranding their whipped creams as "pure milk cream," focusing on richer, fresher flavors that customers could actually enjoy. Sure, calling it "milk cream" might sound redundant to Westerners (where cream is obviously made from milk—duh!), but in Korea, it was a signal of higher quality, and people were loving it.

Meanwhile, halfway across the world in Australia, cream was doing its own thing—showing up in a rich, yellowy shade that could only come from cows grazing on grass under the Australian sun. The cream there had a deeper, buttery flavor, thanks to all that beta-carotene from the pasture-raised cows. So while Koreans were embracing their lighter, purer milk cream, Australians were out here spreading sunshine on their scones with their richer, golden cream. Both are delicious, but the difference is striking, and it definitely plays into how desserts are experienced in both countries! (I would like to investigate further about the differences in cream for a future post)

Initially, I doubted how long Knotted’s popularity would last. Dessert trends in Korea are often fleeting, and I’d seen boom-and-bust fads like castella and macarons come and go. But Knotted proved me wrong. Unlike other franchises that pop up in dozens and disappear just as quickly, Knotted had staying power. Its success wasn’t just about the doughnuts—it was about the whole experience.

Knotted’s Recipe for Success

What set Knotted apart from other doughnut brands? They didn’t just make doughnuts; they created a whimsical world of cuteness, nostalgia, and sheer joy, tapping into the “kiddult” trend. This trend encourages adults to embrace their inner child by indulging in cute, playful items. Finally, we could buy the adorable, "unnecessary" things our mothers once deemed "useless"—because now, we’re grown-ups with jobs!

Here’s how Knotted became a sensation:

1. SNS Marketing and Pop-Up Stores

   Knotted’s Instagram game was on point. Their pastel-colored doughnuts practically screamed, "Take a picture of me!" and they captured the hearts of the social media generation. But they didn’t stop there—Knotted’s pop-up stores created exclusivity and excitement.

   One of their most famous pop-ups was in Jamsil, and I was lucky enough to visit it myself. They really went all out with playful branding and interactive experiences. I remember the vending machines they set up—each one dispensing surprise gifts like mini Knotted plushies, keychains, and even doughnut vouchers. It wasn’t just about grabbing a doughnut; it felt like an adventure. Visitors (including myself!) could participate in fun on-site events, winning Knotted-themed prizes or snapping Instagram-worthy photos against vibrant, pastel-colored backdrops. The whole experience turned what could have been a simple doughnut run into a fun, memorable outing. That pop-up definitely solidified Knotted’s cultural status for me and made it much more than just a bakery.

2. Collaboration with Lee-slo

   The cherry on top of Knotted’s branding? A collaboration with artist Lee-slo, whose playful illustrations became a hallmark of their packaging. Picture this: you’re buying a doughnut, but you’re also getting a mini art piece on the side. It’s the kind of packaging you don’t throw away—not because you need it, but because it’s too cute to let go.

   On a personal note, one of my friends became a huge fan of Lee-slo through Knotted and gifted me one of her drawing books for adults titled "I Am Nothing." This beautiful, touching book encourages you to believe, “You can be everything you want to be,” and I still treasure it to this day.

3. Adorable Packaging and "Gift-Ready" Goodies

   Knotted didn’t just stop at doughnuts—they fully embraced the kiddult trend with all kinds of cute, irresistible items. I remember going in with a simple plan: buy a few $3 doughnuts. But of course, I couldn’t resist the $2 yellow balloon with a smiley face, which instantly brought back memories of childhood trips to the amusement park. Then, I spotted the plush teddy bear, and before I knew it, I was holding one in my hands. "I’m just browsing," I told myself—but we all know how that ends. By the time I walked out, I had spent over $50. I splurged on a $25 teddy bear, a $10 cake pick, and that adorable balloon. What can I say? These are the kinds of things we couldn’t afford as kids, but now we proudly buy as adults—and I was more than happy to do so, even if it wasn’t just for the doughnuts!

4. Expanding Beyond Doughnuts

   While Knotted started with their signature Milky cream doughnut, they quickly expanded their menu to include other pastries and treats, all while maintaining their signature cute aesthetic. Not only were their cakes and pastries adorable, but they were also more affordable than many local pastry shops, making them even more appealing to customers. Plus, Knotted made it incredibly convenient to get your hands on their treats—everything was available on food delivery platforms like Baemin and Yogiyo. This meant that people could enjoy their favorite doughnuts and pastries from the comfort of their homes. This smart diversification ensured Knotted wasn’t just a one-hit wonder, and it’s a big reason why they’re still going strong today, while other dessert trends have fizzled out.

A Tale of Two Doughnut Cultures

Reflecting on my time at Doughnut Time in Australia and watching Knotted rise to fame in Korea, it’s fascinating to see how two cultures approach the same product—doughnuts—so differently.

In Australia, Doughnut Time was all about indulgence. Their doughnuts were oversized, dripping with thick icing, and packed with bold flavors—a sugary, decadent treat designed to light up your Instagram feed and your taste buds. Some of their most iconic doughnuts included:

• Love at First Bite: A Nutella-filled masterpiece, dusted with cinnamon sugar—because if love doesn’t start with Nutella, we don’t want it!

• Jake’s Bacon Pancakes: A tribute to the beloved cartoon character, with yellow icing resembling Jake’s fur. It’s filled with maple glaze, topped with handmade sprinkles and caramelized bacon—because bacon makes everything better.

• It’s Always a Gaytime: A celebration of all things sweet, with milk chocolate glaze, crushed biscuits, golden caramelized crumbs, and filled with honeycomb custard—because who doesn’t want a bit of extra joy with their doughnut?

But despite their Instagram appeal, Doughnut Time expanded too quickly and ran into financial troubles. Many stores closed in 2018, but the brand eventually relaunched under new ownership in 2019. It still remains beloved by many, albeit on a smaller scale.

n contrast, Knotted took a more balanced approach, focusing on soft textures, light cream fillings, and visual appeal, all crafted to cater to Korean tastes. Unlike the heavy, overly sweet pastries common in some Western countries, Knotted emphasized subtlety in flavor, using ingredients that resonate with Korean palates, such as black sesame, matcha, and sweet red bean. They also integrated traditional elements like nuroongji (scorched rice) into their offerings, giving a nod to Korean culinary heritage while modernizing it for a younger, trend-driven audience.

Knotted’s doughnuts and cakes aren’t just about taste—they’re a feast for the eyes, designed to be photographed and shared on social media. The soft pastel colors, adorable shapes (like the Rabbit Cake), and thoughtfully crafted designs blend perfectly with Korea’s “cafe culture,” where presentation is just as important as flavor. This Instagram-friendly aesthetic paired with their uniquely Korean flavors creates a whole experience around their brand.

Here are some of the most popular items that showcase Knotted’s approach to representing Korean tastes:

• Milky Cream Doughnut: Soft, fluffy doughnuts filled with light, whipped cream and strawberry jam, balancing sweetness and creaminess.

• Black Sesame Seed Cake: A rich, nutty cake with roasted black sesame seeds and a light black sesame cream, appealing to those who love traditional Korean flavors.

• Nuroongji Caramel Doughnut: Inspired by traditional crispy scorched rice, this doughnut offers a nostalgic yet modern flavor with its caramel filling.

Knotted’s success lies in their ability to blend traditional Korean tastes with modern, trendy aesthetics, creating a unique identity that resonates deeply with both locals and international fans.

Two Different Paths, Same Doughnut Love

For me, comparing Doughnut Time and Knotted reveals how two cultures can take the same product—doughnuts—and give it their unique flair. Doughnut Time taught me the importance of efficiency and consistency in large-scale production, while Knotted showed me how a doughnut can evoke emotional connections through branding and thoughtful experiences.