French Luxury Macaron 'Pierre Herm?', Why It Became the 'Picasso of Desserts' [Hidden Industry Story]

The Founder’s Unique Experimental Spirit Captivates Consumers’ Palates
Known as the ‘Dior of Desserts’ in Japan
Uses Various Ingredients Like Foie Gras and Wasabi

Various macarons presented by Pierre Herm?. Photo by Pierre Herme website capture.

[Asia Economy Reporter Heo Midam] In the land of desserts, France, there is a dessert brand that cannot be overlooked. It is 'Pierre Herm?.' This brand, along with another macaron brand 'Ladur?e,' is called one of France's 'two major macarons.' Although it is difficult to judge which is superior between the two brands, each has a distinct personality. While Ladur?e advocates for 'classic macarons,' Pierre Herm? is modern. Especially, Pierre Herm? is so popular in France that he is called the 'Picasso of the dessert world' thanks to his unique colors and distinctive flavors.

Founder Pierre Herm?, Revolutionized the Macaron World with Experimental Spirit

Founder Pierre Herm?. Photo by Pierre Herme website capture.

The reason founder Pierre Herm? was able to make a mark in the dessert world was greatly influenced by his family. Herm? was born into a family that had been running a confectionery and bakery business for four generations in the Alsace region of France. Because of this, he was able to enjoy delicious bread and desserts from a young age. Naturally curious about desserts, he dreamed of becoming a pastry chef making desserts seriously from the age of nine. When Herm? was about 14 years old, he started baking bread for the first time.

Showing talent in baking and confectionery from childhood, Herm? opened his dessert caf? named after himself, 'Pierre Herm?,' on the Champs-?lys?es street in Paris in 1997. From the time he opened the store, he wanted to break the prejudice that desserts are 'just the last course of a meal.' To change this perception, he developed various designs of chocolates and macarons. Recognized for these efforts, he was awarded the 'L?gion d’Honneur,' the highest honor for French people, in 2007.

Herm?, known for his unique experimental spirit, is called by various nicknames. In France, he is called the 'Picasso of the dessert world,' while in Japan, he is known as the 'Dior of the dessert world.' Although the titles differ, both countries equally recognize that Herm? sparked a revolution in the macaron world.

Annual 'Experimental' Macarons Captivate Consumers' Palates

One of the signature macarons here, the 'Ispahan Macaron.' Photo by Pierre Herme website capture.

This brand is famous for creating new flavors by harmoniously blending various tastes while preserving the original flavors of the ingredients. In an interview with a media outlet, Herm? said, "When macarons were first made, chefs used limited ingredients such as coffee, chocolate, vanilla, and strawberry. But I realized that the taste of macarons depends on the ingredients," emphasizing the importance of ingredients.

Every year, he captivates the taste buds of people worldwide with new ingredients and inspirations. One of the signature macarons here, the 'Ispahan' macaron, was inspired by Herm?'s experience in 1984 at a Bulgarian restaurant where rose was used in desserts.

This macaron is praised not only for its generous use of ingredients such as raspberry, lychee, and vanilla cream but also for its detailed appearance, decorated with rose petals on top.

Regarding the Ispahan macaron, he explained, "In 1984, I went to a Bulgarian restaurant and was inspired by a dessert using rose petals, so I introduced a product using rose petals and raspberries. Ten years ago, it was not such a successful work, but as a result of continuously pursuing the evolution of taste, it became the bestseller at the Paris store after 2001."

Herm?'s experimental spirit does not end here. He is famous for pursuing new attempts through relentless research and challenges. A clear example of this is the 'macaron cake.' At the time, he introduced macaron cakes and macaron tarts, which no one had tried before.

He also gained fame by using various food ingredients beyond basic ones like strawberry, green tea, and vanilla, such as foie gras, truffle, wasabi, and fruits.

'Original Macaron' Pierre Herm? Withdraws from Korean Market

Various macarons presented by Pierre Herm?. Photo by Pierre Herme website capture.

Pierre Herm? became known in Korea when it officially entered department stores in July 2015. At that time, a Hyundai Department Store official said, "Desserts are products that cannot be purchased online," and "Department stores are competitively attracting famous domestic and foreign dessert products for differentiation." Pierre Herm? reportedly earned sales of over 40 million won on the first day of the store opening.

However, this fame did not last long. Although Pierre Herm? can be considered the original macaron, in Korea at that time, 'ttungcaron' had become the complete trend.

'Ttungcaron' refers to thick macarons, characterized by having 2 to 3 times more filling than regular macarons. Ultimately, due to the popularity of 'ttungcaron,' Pierre Herm? gradually disappeared from the Korean market.

The price of macarons also failed to captivate consumers. The price of one Pierre Herm? macaron was 4,000 won in 2015, which was about 2 to 3 times the price of regular macarons sold on the market.