‘Boring City’ Daejeon? Saved by Bread
Daejeon was once dismissively referred to as a “no-fun city.” Now, it has been revived by an unexpected hero: bread. Instead of traditional barbecues or exotic seafood, people come for simple delights. These include red bean bread, streusel bread, and cream cheese bread.
The Rise of Bread Tourism
At the center of this culinary revolution is Sungsimdang Bakery, established in Daejeon since 1956. Their offerings, such as the fried streusel and chive bread, have sparked interest among the younger MZ generation. There are even jokes about how Daejeon has suddenly become a fun place. The bakery’s impact goes beyond snacks; it influences local economy and tourism. After securing their bread, patrons often visit local attractions or dine at other eateries.
A Picture Worth a Thousand Words
A recent photo went viral, showing Daejeon Station’s lockers filled with Sungsimdang bakery bags. This illustrates the lengths people will go to secure their treats. Some tourists pay a small storage fee to ensure they get their bakery goods before they sell out.
Beyond Just Bread
Sungsimdang’s signature items include the 1,700 won fried streusel and the 2,000 won chive bread. Their fruit-laden cakes, like strawberry and mango, are also highly sought after. These cakes often lead to long queues. Last Christmas, the cakes were so popular that some resellers increased the prices two to three times. Despite the high prices, they still found buyers.
Social media is filled with posts about trips to Daejeon specifically for Sungsimdang. The bakery’s sales have increased by over 50% compared to the previous year. This highlights its significant effect on local tourism and the economy.
The Phenomenon of Local Bakeries
This bread-based economy is not just in Daejeon. In Gunsan, Jeonbuk, Lee Sung Dang Bakery has also become a city highlight. It has transformed Gunsan into a popular culinary destination. Despite competition from big franchise bakeries, locals prefer Lee Sung Dang’s unique flavors. Andong’s Mammoth Bakery and Jeonju’s Pungnyeon Bakery are similar. They offer cream cheese bread and Chocopie, respectively, attracting visitors with their unique local flavors.
The Future of Bread Tourism
Other regions are inspired by Sungsimdang’s success. They are developing their own signature bakeries to attract tourists. The Daejeon Tourism Organization capitalized on this trend by hosting a successful bread festival. It drew over 120,000 visitors. Similarly, Cheonan City launched a ‘Bread Day.’ They invite all bread lovers to explore the local flavors. This shows that sometimes, simple foods can have a significant impact on a city’s culture and economy.
Bottom Line
Bread is ubiquitous and universally loved. Yet, these local specialties draw crowds for a reason. Whether it’s the story behind the bakery, the scarcity of the product, or the delight of tasting something unique, bread has proven its power. It can redefine cities and create new economic opportunities.
Sungsimdang Bakery (성심당)
Address: 145 Daejong-ro, Jung-gu, Daejeon, South Korea
Getting There:
Sungsimdang Bakery is conveniently located in the heart of Daejeon, just a short walk from Daejeon Station. Visitors can easily access the bakery by:
- Train: Exiting Daejeon Station and walking for about 5 minutes towards the city center.
- Bus: Multiple city bus lines stop near Daejeon Station, making it accessible from anywhere in the city.
Contact Information:
Phone: +82 42-220-8200
Website: Sungsimdang Bakery Official Website (primarily in Korean)
Hours of Operation:
Open daily from 8:30 AM to 9:30 PM.
Tips for Visitors:
- The bakery can get quite busy, especially on weekends and holidays. It’s advisable to visit early in the day to avoid long lines.
- Try their famous Fried Streusel and Cream Cheese Bread, which are some of the favorites among locals and tourists alike.
- Check out the bakery’s café section, where you can enjoy freshly baked goods right out of the oven alongside a variety of beverages.
Reference: https://n.news.naver.com/mnews/article/023/0003833617?sid=102
