Daejeon's Iconic Bakery Sung Sim Dang Named "Star of Korean Tourism"

Awarded in the Co-Growth Content Category... Realizing Sharing Management and Mutual Development

Seongsimdang, a representative bakery in Daejeon, was selected in the "Korea Tourism Star" Win-Win Growth Content category. Youngjin Lim, CEO of Seongsimdang (right), is taking a commemorative photo after receiving the award. / Daejeon City

Daejeon City announced on the 18th that Sung Sim Dang, the city's representative bakery, was selected in the Co-Prosperity Content category of the "2024 Korea Tourism Stars" awards, organized by the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization (KTO).

Sung Sim Dang began as a small steamed bun shop in front of Daejeon Station in 1956 and is celebrating its 68th anniversary this year. As a local company in Daejeon, it donates unsold bread to the community after daily sales and played a key role in sparking the "bread pilgrimage travel" trend. The bakery also contributes to the local community through sharing management, such as sponsoring the Daejeon Bread Festival.

In particular, Sung Sim Dang has gained nationwide fame through popular products such as Fried Soboro, Strawberry Siru, and Mango Siru, becoming a hot spot for tourists visiting Daejeon.

The increasing number of tourists visiting Daejeon for Sung Sim Dang has led to higher sales for nearby restaurants and accommodations, and has also driven the development of related baking and pastry industries.

In November this year, Sung Sim Dang signed a business agreement with the Daejeon Agricultural Technology Center for "Establishing Wheat Field Landscapes in Daejeon and Promoting the Sixth Industrialization of Local Agriculture," focusing on fostering the wheat industry and revitalizing local tourism.

Noh Kisoo, Director of Culture, Arts, and Tourism at Daejeon City, stated, "This award is the result of Sung Sim Dang realizing an economic model of mutual growth with the local community," adding, "Daejeon City will continue to work on expanding tourism products that actively utilize local resources."