Even After This, Will You Still Line Up for a Bagel?

Line up in front of a store of London Bagel Museum

 

A shocking story has emerged from one of Korea’s trendiest bakeries, London Bagel Museum (LBM) — a name that once symbolized sophistication, now tainted by allegations of overwork and corporate silence.

A woman in her 20s, identified as Ms. Jeong, who worked at the bakery’s Incheon branch, was found dead in her company dormitory on July 16. The family claims she died from overwork after juggling preparations for a new store opening with regular operations. According to their records, she worked more than 80 hours the week before her death, and for the previous three months had averaged over 60 hours a week.

Instead of mourning, her colleagues say the company urged silence. One co-worker, identified as “A,” told reporters,

“We found out about her death from news articles. The company said it was a car accident. There was no memorial atmosphere at all. We were told to say, ‘Everything’s fine,’ if customers asked about our working conditions.”

A later KakaoTalk message obtained by Rep. Jeong Hye-kyung’s office shows even clearer evidence of a corporate gag order:

“They told us to refuse recordings, to say we’re fine if any fake customers ask, and not to mention anything online.”

A added,

“It was a tough time. Sometimes we couldn’t even go to the restroom, and when it got really busy, we weren’t given meals. Most of us were just starting out, so we thought this was normal and tried to endure it.”

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A Culture of Silence

Internal messages obtained from the branch reveal the company’s attempt to suppress the story:

“Please reject all interviews, recordings, and filming requests. Report any incidents directly to your supervisor. Do not post any unverified content on personal SNS. At times like this, our internal unity is crucial.”

In other words, while a young employee’s life was lost, management’s first concern was protecting the brand, not the truth.

When public outrage grew, CEO Kang Gwan-goo issued a belated apology on Instagram, writing:

“We deeply reflect on the pain and disappointment our inadequate response caused to the bereaved family, and sincerely apologize.”

He added that the deceased was a “diligent and responsible employee” and argued that the intense workload was temporary, due to the opening of a new branch. He also stated that “it is not for the company to determine whether the death was caused by overwork.”

This same company, however, had earlier told the grieving family that their request for information was “immoral” and refused to hand over relevant documents.

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Government Steps In

Following the scandal, the Ministry of Employment and Labor launched an official investigation into London Bagel Museum.
The ministry stated:

“We will examine not only the deceased’s working hours but also whether other employees suffered similar harm. We will investigate leave and pay practices and take firm action if any labor law violations are found.”

Officials added that the investigation could expand to all LBM locations nationwide if systemic issues appear.

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Bread, Branding, and Burnout

The irony couldn’t be starker: a brand that built its fame on handmade warmth and morning comfort now stands accused of treating its young workers like replaceable machines.

Social media still shows long lines outside LBM stores, filled with customers eager to photograph their bagels for Instagram. But one can’t help asking:

Even after this, will you still line up for a bagel?

Behind those glossy pastries lies a tragedy that no amount of cream cheese can cover.