Participation in Food and Beverage Brand Exhibition Starting from the 17th
"Please Note That Products Will Not Be Sold"
Seongsimdang, Daejeon's most famous bakery, is landing in Seoul. However, no products will be sold, and only an exhibition about the brand's history will be held.
On the 3rd, Seongsimdang announced through its main store's social network (SNS) account that it will participate in the exhibition "Local Creative 2024: The Next Community," held at Culture Station Seoul 284 on Tongil-ro, Jung-gu, Seoul, from the 17th of this month to the 2nd of next month.
Seongsimdang stated, "Many people have inquired whether we will be selling bread, and we are grateful for such great interest and love," adding, "We apologize, but this time we will not be selling products and will only hold the exhibition, so please do not be mistaken."
Seongsimdang started as a street stall in front of Daejeon Station in 1956 and has grown into a bakery with nationwide popularity, to the extent that anyone who loves bread has visited at least once. Currently, it operates six locations in the Daejeon area, including the main store in Eunhaeng-dong, Daejeon Station, Lotte Department Store Daejeon branch, and Daejeon Convention Center.
Seongsimdang's sales last year reached 124.3 billion KRW, a 52% increase compared to the previous year. This is the first case of a single bakery brand, excluding franchises, surpassing 100 billion KRW. Paris Croissant, which operates the famous franchise Paris Baguette, recorded an operating profit of 19.8817 billion KRW last year, a 5.8% increase from the previous year, which is about two-thirds of Seongsimdang's operating profit. CJ Foodville, which operates Tous Les Jours, had an operating profit of 21.4 billion KRW, a 59.3% increase from the previous year.
Seongsimdang's operating profit also increased by 104% to 31.5 billion KRW, far surpassing Paris Baguette and Tous Les Jours, which recorded 19.9 billion KRW and 21.4 billion KRW, respectively.
In particular, the cumulative sales volume of Seongsimdang's representative product, fried soboro bread, reached 96 million units as of the end of last year. In March, it attracted attention when Ryu Hyun-jin of the Hanwha Eagles professional baseball team gifted it to Dave Roberts, the LA Dodgers manager who visited Korea.
Meanwhile, the "Local Creative 2024: The Next Community" event will feature over 50 local food and beverage brands, including bakeries such as Seongsimdang and Taegukdang, as well as Hell Cafe, Momos Coffee, Lowkey, and Boksundoga, sharing the history and philosophy of their brands.
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