"I lined up from 5 AM"... Seongsimdang in chaos again, what's going on?

Another 'Open Run' for the Launch of the New Fig Cake Product

Seongsimdang, a famous bakery in Daejeon, has launched a new fig cake, and once again, an 'open run' phenomenon reportedly occurred from early morning as customers rushed to purchase the cake.

Daejeon's famous bakery Seongsimdang introduces a new product, the fig cake 'Hello Fig'.
[Image source=Seongsimdang Lotte Branch Social Media (SNS) Capture]

On the 18th, numerous posts on social networking services (SNS) shared experiences of participating in the open run to buy Seongsimdang's new product, 'Annyeong Muhwaga' (Hello Fig). In particular, a user on X (formerly Twitter) posted the day before, saying, "I arrived at 6:30 AM to get a waiting ticket," but lamented, "There were already more than 60 people ahead." He added, "It seems the fig cake was sold out by those who arrived around 6:20 AM today," and noted, "The person at the very front reportedly came at 5 AM." Other reviews included comments such as "I came late and couldn't buy it, only watched," "I lined up at 6 AM and barely managed to purchase," and "Waiting tickets are finished, everyone please disperse."

Seongsimdang Lotte Branch stated via social networking services (SNS), "It has only been a day since we posted about the product, but it has received an unprecedented amount of attention compared to other Siru series." They added, "Before the 8 AM opening today, more than 80 customers were already waiting for the Annyeong Muhwaga. We sincerely apologize for not being able to prepare enough quantity for everyone." They further explained, "The supply of figs is still unstable, and since the ripening process is not fully complete, mass production is difficult," and promised, "We will gradually stabilize the supply to produce more than the current quantity."

'Annyeong Muhwaga' is a new cake exclusively released at Seongsimdang Lotte Branch on the 15th and is scheduled for production until the end of October. The cake is priced at 39,000 KRW, and the tart at 41,000 KRW. The cake is sold in limited quantities every day at 8 AM, while the tart is sold in limited quantities daily at 12 PM. As soon as the news of the new product release spread, online reviews poured in, saying things like "Despite financial difficulties, I was determined to buy the cake since I never budged for Mango Siru," "The price is reasonable considering the generous amount of figs on top," and "Please sell it at all branches."

In July, Seongsimdang also experienced an 'open run' phenomenon for the 'Mango Siru' cake, which was discontinued early due to issues such as ingredient supply.