"All Benefits Just for Having One Child"… Seongsimdang's 'Immediate Entry for Pregnant Women' Sparks Unexpected Debate

"Pregnant Women Get Immediate Entry and Discounts"
Sungsimdang's 'Special Consideration' Sparks Netizens' Debate
Unfair vs Such Consideration Is Necessary

Visitors queuing up to buy bread in front of the Seongsimdang main store, a representative attraction of Daejeon. Photo by Heo Younghan

The Daejeon bakery ‘Sungsimdang,’ famous for its long waiting times, has sparked heated debate online after it was revealed that they offer a ‘free pass’ service allowing pregnant women to enter without waiting, along with discount benefits.

Recently, a post appeared on an online community stating, “If you bring a pregnancy badge or a maternity handbook to Sungsimdang, you can skip the line and enter immediately, plus get a 5% discount.” The poster, who said they live in Daejeon, wrote, “I always waited in line to buy bread. I only found out now, near my due date,” and advised, “If anyone else plans to visit Sungsimdang, be sure to bring your badge or maternity handbook.”

On social media, many pregnant women have shared their touching experiences of Sungsimdang’s consideration. One user posted in August, “When I went to Sungsimdang, a male staff member saw my pink pregnancy badge and said, ‘Follow me. Pregnant women have a free pass,’ and immediately let us into the store,” adding, “He coolly said, ‘Mention the pregnancy discount when you pay,’ and walked away. My husband and I were really impressed by Sungsimdang.”

In fact, Sungsimdang offers a ‘free pass’ service that allows pregnant women to enter without waiting in line. Due to the large crowds from all over the country, long lines and extended waiting times are inevitable not only on weekends but also on weekdays. In this context, the ‘free pass’ for pregnant women is a powerful benefit. Additionally, Sungsimdang operates a ‘pre-mom discount’ program at all branches, offering a 5% discount on the total payment for pregnant women. Benefits are available upon verification of pregnancy through a pregnancy badge or maternity handbook.

Unfairness vs. Consideration for the Vulnerable... Netizens Debate

Customers are selecting bread at Seongsimdang. Photo by Heo Young-han

However, regarding Sungsimdang’s ‘special consideration,’ online opinions are divided between those who say it is “unfair” and those who argue “pregnant women deserve this level of consideration.”

Netizens who view it as “unfair” commented, “Are pregnant women the only vulnerable group? Why exclude the elderly, disabled, and children and only support pregnant women?” “Pregnant women aren’t economically disadvantaged like low-income groups, so why should they get discounts?” “What’s with calling it vulnerability just because it’s a bakery line?” “A pregnancy badge isn’t some secret royal pass,” “It’s annoying that people get all kinds of benefits just for having one child, and now even Sungsimdang,” and “I won’t go anymore.” Some even expressed intentions to boycott Sungsimdang.

On the other hand, supporters of the pregnancy consideration system left comments such as, “If pregnant women aren’t vulnerable, then who is?” “Do you really think pregnant women can endure long waiting times?” “People have become too harsh these days,” “Sungsimdang is a private company. Whether to show consideration is up to the owner,” “It’s amazing that this is even a controversial issue,” and “As far as I know, Sungsimdang already contributes a lot to child and elderly welfare facilities.”

Meanwhile, Sungsimdang is taking the lead in addressing the region’s low birthrate. Recently, it attracted attention by revealing plans to build an on-site daycare center. According to current Infant Care Act regulations, workplaces employing 300 or more female workers or 500 or more workers overall are required to establish on-site daycare centers. Although Sungsimdang is a workplace with fewer than 300 employees and thus not legally obligated, it is constructing a building with one basement floor and four above-ground floors near its Daejeon main branch to support employees’ childbirth and childcare needs.