Sungsimdang, a renowned bakery and a popular tourist attraction in Daejeon, will participate in an event in Seoul without selling any products, leaving many consumers who expected to purchase their breads disappointed. Following continuous inquiries, Sungsimdang announced that their products are sold only in Daejeon, a statement that has received online praise for maintaining the integrity of a local brand.
The bakery will take part in the Local Creative 2024 Exhibition held at Culture Station Seoul 284 in the capital, from May 17 to June 2. The event showcases around 100 local brands in one place and focuses on presenting the brands’ philosophies and stories through exhibitions rather than through pop-up stores intended for product sales. Sungsimdang plans to introduce its brand history and answer questions about its products and operations.
However, posts on various social media platforms and online communities claiming that Sungsimdang’s bread would now be available in Seoul have raised consumer expectations. Some people decided to attend the event under the impression that they would be able to enjoy Sungsimdang’s signature items like “Twi-so” (fried soboro bread), “Myeongran Baguette” (pollack roe baguette), and “Fruit Siru” (fruit-packed cake) without having to travel to Daejeon.
As inquiries continued, Sungsimdang posted another notice on their official Instagram account on May 3, saying, “Many of you have been asking if we are selling bread, and we’re grateful for all the interest and love.” The bakery further clarified, “We apologize that this time there will be no sales, only an exhibition. We look forward to seeing you in Daejeon.” Accompanying the announcement was a photo with the message, “Sungsimdang bread! Sold only in Daejeon.”
Netizens have shown positive reactions, applauding the bakery’s commitment to maintaining its regional principles. Comments on various Sungsimdang posts include praises like “Truly the pride of Daejeon,” “Daejeon is Sungsimdang, and Sungsimdang is Daejeon,” and “Sungsimdang is Daejeon’s pride.” Others commend the bakery’s resolve not to sell outside of Daejeon, saying, “Their steadfastness in not selling outside their city is impressive,’ and ‘Even though they could sell a lot in Seoul, it’s really cool that they preserve Daejeon’s signature.”
Some expressed disappointment but remarked that Sungsimdang tastes better when purchased in Daejeon, with some even considering buying train tickets to Daejeon. Suggestions for selling merchandise such as Sungsimdang keychains were also made.
Since its establishment in 1956, Sungsimdang has operated only in Daejeon for 68 years. According to the Financial Supervisory Service, Sungsimdang recorded an operating profit of 31.5 billion won last year, outperforming major franchises like Paris Baguette and Tous les Jours, which have thousands of stores. Its sales reached 124.3 billion won last year, up 52.1% from the previous year.
This article was originally published on May 6, 2024.
