Dessert café near Hongdae with seasonal fruit French toast: Jam Jam

Jam Jam, a Yeonnam-dong dessert café with great brunch

There are so many pretty cafés in Yeonnam-dong. Today I visited Jam Jam, a brunch café known for its desserts. Past the busy Yeonnam streets, Jam Jam sits in a quieter residential area near the flower street. The weather was great, so I properly relaxed on the outdoor terrace. Let me introduce this Yeonnam-dong brunch café where coffee and delicious desserts came together perfectly.

Jam Jam hours and info

• Hours: Mon, Tue, Wed, Thu, Fri 10:00–21:00
• Hours: Sat, Sun 10:00–22:00
• 817m from Hongik Univ. Station Exit 3
• Vegan menu, group-friendly, reservations, takeout, wifi, pet-friendly, no parking

There's a ₩2,000 discount for takeout. Brunch items may close early once ingredients run out.

What's the vibe like inside Jam Jam?

It looks like a small café at first, but once you step inside there are more tables on both sides. The old-fashioned olive-colored sofas give off a retro feel, while the interior decor pieces bring in a hip, young Hongdae energy.

The doors are left wide open, so even though it's not a huge space for a Yeonnam-dong café, it never felt cramped. Even the indoor area, despite not being outdoors, stays cool with natural breeze and gets plenty of sunlight, giving it a fresh, pleasant feel.

Jam Jam's menu and what we ordered

• Iced Americano (₩5,000)
• Seasonal Fruit French Toast (₩13,000)

Since I'd already eaten before this café visit, I couldn't try the heavier dessert options, but seeing nearby tables enjoying the avocado toast or sandwiches made me want to eat again. Every menu item at Jam Jam is made with real care, and it shows.

Seasonal Fruit French Toast, ₩13,000, piled with fresh figs

Two thick slices of moist, well-grilled toast topped with cream. And figs, the fruit of the season right now, piled on top! Since the fruit changes with the seasons, the same menu item can taste different each time you visit. Jam Jam's dessert looked so beautifully plated that I couldn't help but take a ton of photos.

At this Yeonnam-dong brunch café, the staff bring the food right to your table, and they were incredibly kind, even setting out extra small plates for us. I really appreciated that.

With figs in season, the just-right sweetness of the ripe figs went great with the toast and cream together, but honestly, the figs alone were delicious too, with that great texture.

Since I wanted something sweet to go with my coffee, I drizzled a bit of syrup over the seasonal fruit French toast, and I think I'm the type who likes the toast fully soaked in syrup. The slightly soggy texture actually made it taste even better.

How's the americano at Jam Jam?

The americano is nutty and smooth too. Not overly bitter, just clean-tasting — at a place with coffee this good, you really should try it hot. Next time I want to enjoy a hot americano with brunch.

Jam Jam, a café near Yeonnam-dong's flower street: final thoughts

I had a great time at Jam Jam, a Yeonnam-dong café with delicious brunch and desserts. The location is fantastic — walk from the busy Yeonnam main street toward the flower street and you'll find it tucked into a quiet spot, with a nice cool breeze and big shady trees along the way. Jam Jam is a Yeonnam-dong café where you can enjoy a great cup of coffee and delicious brunch, nailing both flavor and atmosphere. On a breezy day, the outdoor terrace is absolutely worth it.