"South Korea the Most Expensive in the World" Criticism... Open Runs Common, 8-Hour Waits [Youth Report]

Young Generation's Unique Love for Bread Sparks New Term 'Bbangjisure', with Daejeon's 'Sungsimdang' Named as a Representative Bbangjisure Course

Recently, posts with the hashtag '#BbangjiSunrye' have been gaining popularity on social networking services (SNS). 'BbangjiSunrye' refers to visiting popular bakeries as if on a pilgrimage. For example, it means traveling to Daejeon to visit the bakery 'Sungsimdang.' Additionally, young people are known to endure 'open runs,' where they wait for hours in front of bakeries or even before the store opens to purchase popular bread.

[Image source=Shinsegae Department Store·Yonhap News]

'#BbangjiSunrye' posts exceed 830,000... Sungsimdang and others popular

[Image source=Instagram]

As more people seek out delicious bread, new terms such as 'BbangjiSunrye,' 'Bbangketting (bread + ticketing),' and 'Bbangpeunrun (bread + open run)' have emerged. These refer to actions like traveling to distant areas or lining up to buy bread. After investing time and effort, they take photos holding the bread they purchased and upload them on social networking services (SNS). On Instagram, posts tagged with 'BbangjiSunrye' number over 830,000, showing its popularity.

The essential stop for BbangjiSunrye is Daejeon's Sungsimdang. Due to its management philosophy of not opening branches outside Daejeon, those who want to buy Sungsimdang bread must visit Daejeon. Especially last Christmas holiday, people from all over the country flocked to buy Sungsimdang's 'Strawberry Siru' cake, with reports of waiting in line for up to 7 to 8 hours.

Jumo, a 28-year-old office worker who visited Sungsimdang in Daejeon with friends last month, said, "I went on a day trip from Seoul to Sungsimdang. It is famous for its bread, so I was very curious." She added, "I was surprised by the crowd even though I arrived at 10 a.m., but chatting with friends made the line seem to move quickly." She continued, "The bread was delicious, but more importantly, it was great to make memories with my friends." Other bakeries like Gunsan's Iseongdang and Daegu's Samsong Bakery are also popular among 'BbangjiSunrye' enthusiasts.

Enduring 'Open Runs' to Eat Delicious Bread

The photo is unrelated to specific expressions in the article. [Image source=Pixabay]

Many people also wait for hours to get the bread they want. 'London Bagel Museum,' a bagel specialty store in Jongno-gu, Seoul, is already famous as a hotspot for open runs. Opened in 2021, it sells various types of bagels and has gained popularity. Especially, with up to 500 people waiting and being known as a "celebrity-frequented restaurant," it has attracted attention. In fact, it was the store with the highest number of waiting cases last year according to the dining reservation platform 'Catch Table.'

The 20s and 30s age group tends to be more tolerant of open runs compared to other age groups. Young people, sensitive to trends, tend to endure long waiting times to purchase products that are fun and rare. Combined with SNS certification culture, open run lines continue even on weekdays at popular bakeries.

In this regard, market research firm Embrain Trend Monitor conducted a survey of 1,000 adults nationwide in 2022, and 47.4% of respondents said they had experienced an open run. Especially, open run experiences were more common among people in their 20s and 30s, women, and those who actively use SNS. Many respondents reported open runs at restaurants and eateries (22.7%, multiple responses), amusement parks and theme parks (21.7%), and cafes and bakeries (15.7%).

As demand for bread among young people increases, the distribution industry is also competing to attract dessert stores. On the 15th, Shinsegae Department Store opened a large-scale dessert specialty hall called 'Sweet Park' on the basement first floor of its Gangnam branch in Seoul. This space gathers 43 brands, including famous desserts mainly tasted overseas, traditional Korean sweets, and long-established bakeries, all in one place. The number of visitors during the first weekend after opening reached 100,000.

Some Criticize "Korean Bread Prices Are Expensive"

[Image source=BBC·EIU]

However, some complaints have arisen about the high price of bread. Korean bread prices are notably higher than in other countries, and the price increases have been significant.

According to the 2019 Worldwide Cost of Living report published by the UK economic analysis organization Economist Intelligence Unit (EIU), the average price of 1kg of bread in Seoul was $15.59 (about 27,000 KRW), making it the most expensive in the world. This is nearly twice the price of New York, which is the second most expensive at $8.33 (about 11,000 KRW). Consequently, calls for reducing bread prices are continuing.