The Most Searched Restaurant Nationwide: "This Place" Tops All Generations

Seongsimdang in Daejeon Ranks No. 1 Across All Age Groups from 20s to 60s and Above
Distinct Preferences by Age Group and Between Locals and Visitors

It has been revealed that Seongsimdang, a renowned bakery in Daejeon, is the most searched restaurant nationwide by drivers using car navigation systems. This ranking places Seongsimdang at the top spot for popular restaurants across all generations in Korea.

According to The Asia Business Daily, which cited an analysis by Tmap Mobility of Tmap driving data from the past year, Seongsimdang was ranked as the number one searched restaurant among all age groups, from those in their 20s to those in their 60s and above.

For those in their 20s, 40s, 50s, and 60s, the main store of Seongsimdang ranked first. Meanwhile, the Seongsimdang Daejeon Convention Center (DCC) branch, known for its relatively shorter waiting lines, took the top spot among people in their 30s. In addition, the main store ranked second for those in their 30s, while the DCC branch ranked second among those in their 20s, 40s, and 50s, meaning that Seongsimdang effectively claimed both the first and second spots in these age groups.

Inside the main store of Seongsimdang in Daejeon. Screenshot from Seongsimdang official website

Preferences for popular restaurants varied by age group. For people in their 20s, the third most searched restaurant was Donghwa Garden in Gangneung, famous for its Jjamppong Sundubu (spicy seafood soft tofu stew). This was followed by the Seongsimdang Lotte Department Store Daejeon branch, Dduduru Bread Stone Oven branch, Hangang 632 Street, and Taepyeong So Gukbap Main Branch. Notably, the top rankings for people in their 20s included several cafes and restaurants in Namyangju with Han River views and in the Gangneung area, reflecting a consumption pattern centered around travel destinations.

For people in their 30s, restaurants near the Seoul metropolitan area that offer "gourmet outings" in the suburbs ranked relatively high. In contrast, among those in their 40s and above, coastal restaurants such as those specializing in cold raw fish soup, grilled fish, and sea-view cafes were more popular. People in their 50s and 60s showed a marked preference for healthy meals enjoyed in locations close to nature.

The analysis also revealed differences in restaurant search tendencies between locals and visitors. In Gangneung, locals mainly searched for buckwheat noodles, while visitors more often searched for restaurants serving soft tofu stew and spicy fish roe soup. In Daejeon, locals looked for duck stew, shabu-shabu, and barley rice set menus, whereas visitors primarily searched for noodle and Chinese restaurants that had gained popularity through YouTube or TV programs.

Additionally, restaurants visited after long-distance travel often overlapped with travel destinations. Representative examples include Wando Hoe Restaurant in Sokcho, Terarosa Coffee Factory Main Branch in Gangneung, Gamnamu Restaurant in Yangyang, Cheongchosu Mulhoe Sokcho Main Branch in Sokcho, and Hajoo-ok in Sacheon, South Gyeongsang Province. The average travel time to these locations was analyzed to be about one hour.