One type of bread is all the rage in South Korea. Or more precisely put, a sticker that comes with a type of bread is.
The item in question is named Pokemon-bbang 포켓몬빵—literally the Pokémon bread. Produced by food and dining conglomerate SPC (best-known for the Paris Baguette bakery chain found throughout the country), it features a cute little animated character from the Japanese children's cartoon and video game Pokémon on the plastic packaging. What the customer gets for the offline retail price of 1,500 won (1.25 dollar) is an unremarkable piece of pastry, and a sticker depicting a random fantastical monster from the show.
Over the past month it's become the fashion to collect all 159 different stickers. The edible content is just icing on a cake.