"If You're Looking for Delicious Desserts, Come Here"... Daejeon, the 'City of Bread Lovers', Ranks Overwhelmingly First, Surpassing Seoul

18 Percentage Points Ahead of Seoul
All Five Districts Rank in the National Top 20

Photo by Daejeon City

Daejeon, known as the "city of bread," is gaining popularity as a dessert travel destination.

According to the "2025 Domestic Travel Destination Evaluation and Recommendation Survey for Travelers and Locals" conducted by the travel research agency Consumer Insight, Daejeon ranked first among metropolitan cities in the dessert category, with a recommendation rate of 46.9%.

This figure is 18.3 percentage points higher than Seoul, which ranked second with 28.6%, demonstrating that Daejeon has achieved nationwide recognition as the "city of bread."

Among basic local governments, Jung-gu in Daejeon ranked first with a recommendation rate of 58.9%. This is more than 20 percentage points higher than the 36% recorded in 2019, and the district also climbed four places in the national ranking.

In addition to Jung-gu, where the main branch of Sung Sim Dang is located, all of Daejeon's districts?including Seo-gu (3rd), Yuseong-gu (4th), Dong-gu (7th), and Daedeok-gu (16th)?were ranked within the top 20, indicating that the entire city has established itself as a "dessert hotspot."

Through its analysis, Consumer Insight stated, "Daejeon used to rank low in previous 'summer vacation travel satisfaction' surveys, but in 2024, it entered the top 10 for the first time." The agency evaluated this as "a successful case where a tourism promotion strategy centered on the unique theme of the 'city of bread' has raised overall tourism satisfaction across the metropolitan area."

Lee Jangwoo, Mayor of Daejeon, said, "We will continue to develop regionally specialized tourism content so that more travelers can visit Daejeon, and we will expand the unique appeal of Daejeon's brand nationwide."