BRANDS that form an emotional connection with consumers can become an intrinsic part of everyday life and create value.

This is why South Korean bakery chain Panamie and its bread have become the preferred choice for homesick Koreans living in the city.

Every morning, housewives visit the bakery’s various outlets to pick up fresh bread that has just come out of the oven.

“The brand was founded in South Korea between local bakery Cake House Emma and French bakery Delifrance in 1979, which has a large number of outlets in Seoul,” said Kim Jin-ho, owner of the chain’s Huaqiangbei store. He said he believed a brand familiar to Koreans would save him time and marketing expenses.

The Panamie franchise came to Shenzhen four years ago and now has five shops around the city. The one in Huaqiangbei opened early this year and is owned by Kim’s family.

All Panamie outlets share several things in common: convenient locations, relaxing decor, soothing South Korean pop music, fast and polite service and affordable prices.

However, the international bakery also caters to local preferences.

“We are thinking of installing transparent covers for all bread stands, which is rare in Seoul,” said Kim’s wife. “In South Korea, bakeries usually have open-air racks, which enable the scent of warm bread abound the stores and let the just-out-of-oven bread to cool down,” she said. But she said Chinese customers felt keeping bread in the open air posed a “hygiene problem.”

Local tastes are also different.

“Shenzheners prefer bread with dried minced pork floss on top, or pizza-style pastries, which are unpopular in Seoul bakeries. Best-selling items there are donuts and those with sweet red bean paste,” said Mrs. Kim.

But she did find some common favorites. “Both Chinese and Korean customers like cakes, cream puffs and fired garlic bread.”

With the store offering more than 200 types of bread and cakes, customers face hard decisions.

Products have both Chinese and Korean tags, with some having English names.

Must-try items include five-yuan round-shape lemon cheese pie (US$0.65) and blueberry cheese pie (eight yuan).

The three-yuan bread with mashed potato on top and triangular sliced cake made with sweet potato (10 yuan) are unique and appealing.

Raspberry and mango mousse (13 yuan each) are decorated with chocolate and assorted fruits. Cakes for birthdays and other special occasions start at 88 yuan.

The Kims have lived in the city for nearly four years. Before that, they lived in South Korea and the United States.

“I had worked for the ZTE Corp. in Shenzhen for two years, and want to stay here longer after the contract expired,” said Kim.

The brand targets affluent young women between 18 and 35, and Kim is confident about the store’s prospects.

“Our major rivals include local bakery brand Ichiban with over 61 stores across the city, Taiwan-style Element and Singaporean BreadTalk,” said his wife.

Average cost: bread starting from three yuan, and cake from 10 yuan.

Cake delivery is available.