Daejeon's Famous Bakeries and Kkumssi Family Draw Large Crowds
'Daejeon Bread Truck' started its nationwide tour on the 29th by visiting Pusan National University to promote the 'Midnight Festival'. / Daejeon City
The 'Daejeon Bread Truck', the main promotional content for the Daejeon Midnight Festival, announced the start of its nationwide tour on the 29th by visiting the festival site at Pusan National University.
The Busan tour event, held over two days on May 29 and 30, drew a large crowd of university students as soon as it began at 1 p.m. on the 29th, creating a lively atmosphere.
At the venue, the Daejeon Bread Truck, wrapped with Daejeon Midnight Festival and Kkumssi Family character designs, served as a photo zone. Various interactive events were held, including a Daejeon-themed OX quiz, a nostalgic claw machine game, and a performance by a Kkumdori mascot. A variety of prizes were also offered, such as Kkumssi Family merchandise, Daejeon promotional souvenirs, and fans.
In particular, when bread from famous Daejeon bakeries, including the nationally renowned Sung Sim Dang, was offered, long lines formed and many participants took photos with the bread to share on social media, reaffirming Daejeon's reputation as a 'bread jam city'.
Students who participated in the event commented, "The bread truck decorated with Kkumssi characters was so cute, and the promotional events were fun," "It was refreshing to taste Daejeon's famous bread without having to visit Daejeon," and "I definitely want to go to the Daejeon Midnight Festival this summer."
On the morning of the 30th, the Daejeon Bread Truck will continue its promotional activities by touring various locations throughout Busan, and will return to the Pusan National University festival site in the afternoon.
Lee Hoyoung, public relations officer for Daejeon City, said, "It was a great opportunity to vividly share the appeal of Daejeon and the excitement of the Midnight Festival with the MZ generation in Busan," adding, "I hope you will visit Daejeon for the Midnight Festival this summer and create even more fun and memorable experiences."
The nationwide tour will conclude at the Boryeong Mud Festival, which begins on July 26, after stopping at the Chungju Dive Festival on June 13, the Daejeon Museum of Art on June 21, the Government Complex Sejong on June 25, and Hanwha Life Ballpark, the site of the KBO All-Star Game, on July 12.
Meanwhile, the '2025 Daejeon Midnight Festival' will be held for nine days from August 8 to August 16 along Jungang-ro and in the original downtown area of Daejeon.
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