Sungsimdang Launches Limited-Edition 'Shineorang Melon' Cake
Fans Eager After Success of 'Mango Siru'
Sungsimdang, a renowned bakery representing Daejeon with a nationwide fan base thanks to its exceptional taste and reasonable prices, is set to achieve another major success with the launch of a new summer limited-edition product.
On August 11, Sungsimdang announced through its official social media channels, "We are introducing a new product that you can only enjoy during this season," unveiling the release of the 'Shineorang Melon' cake.
The 'Shineorang Melon' is a cake generously filled with seasonal melon and Shine Muscat grapes, topped with yogurt cream for a refreshing flavor. Fruits are lavishly layered even between the cake layers. Priced at 37,000 won, it is available exclusively at the Cake Boutique main store. Upon hearing the news of the new menu item, online users responded enthusiastically, saying, "I can't believe it's only in the 30,000 won range," "As expected from Sungsimdang," and "I have to visit Daejeon this summer."
Sungsimdang's seasonal limited cakes have become so popular that they have sparked 'open runs' and even reselling phenomena every year. Last year, reviews mentioned that some customers lined up even before opening hours-so-called 'dawn runs'-to purchase the Strawberry Siru Cake. This cake, which has a regular price of 43,000 won, was sometimes traded for as much as 140,000 won on secondhand platforms.
Sungsimdang began in 1956 as a steamed bun shop in front of Daejeon Station and has since become a landmark of Daejeon, attracting over 10 million visitors annually. It was the first single-brand bakery to surpass 100 billion won in annual sales. Sungsimdang's revenue grew from 48.8 billion won in 2020, to 62.8 billion won in 2021, 81.7 billion won in 2022, and reached 124.3 billion won in 2023. Last year's sales amounted to 193.7 billion won, a 55.9% increase year-on-year, continuing its growth trajectory.
Thanks to Sungsimdang's popularity, Daejeon Metropolitan City, once dubbed a "boring city," recorded the highest increase in traveler proportion nationwide. According to an analysis of domestic travel destination market share changes released by the consumer research firm Consumer Insight in May, Daejeon saw a 1.0 percentage point increase in traveler proportion compared to 2023, marking the highest growth rate nationwide-surpassing major tourist cities such as Seoul, Busan, and Daegu. In accommodation reservation data for the Golden Week (May 1-6) released by online travel company Nol Universe, Daejeon also ranked first nationwide, with the number of bookings rising 190% compared to the previous year.
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