"Only People in Daejeon Get to Eat This? I Bought a Train Ticket"... Seongsimdang's New Release Explodes in Popularity from Day One

Strawberry and Matcha New Releases Create a Buzz
Purchase Reviews Flood Social Media from Day One

Seongsimdang, Daejeon's iconic bakery, has launched a new product called "Matcha Siru," reminiscent of a Christmas tree, and consumer interest has surged from day one. The "Siru" series is well-known as an "open-run" product, with long lines forming even before the store opens, so this new release has also generated high expectations.

Seongsimdang Matcha Siru. Seongsimdang Instagram

Seongsimdang’s "Siru" series is famous for its cakes layered with abundant fruit and cream, with some products fetching premium prices on secondhand trading platforms due to their popularity. The series is also praised for its generous fruit content at a relatively reasonable price, earning it the nickname "best-value cake."

The newly released "Matcha Siru" is a variation of the existing "Strawberry Siru," with matcha cream added. Purchases are limited to one per person. The price is the same as the "Strawberry Siru Maknae" at 43,000 won. Cakes featuring strawberries tend to achieve high sales each season, as the winter increase in strawberry prices coincides with the year-end holiday effect.

On December 1, Seongsimdang unveiled a large 2.3kg "Strawberry Siru," and on December 11, followed up with the launch of "Matcha Siru," further raising consumer anticipation.

Online communities have shown positive reactions, with comments such as, "They’d do well just selling what they have, but it’s amazing they keep releasing new products," "I envy people in Daejeon," and "I need to go to Daejeon to buy Matcha Siru." On the other hand, some expressed concerns about the difficulty of purchasing, saying, "I heard the lines are long even on weekdays, I’m worried," "When should I go to avoid the lines?" and "Looking for a proxy buyer."

Meanwhile, Seongsimdang, which began as a steamed bun shop in front of Daejeon Station in 1956, now attracts more than 10 million visitors annually and has become a landmark of Daejeon. Seongsimdang’s sales reached 62.8 billion won in 2021, 81.7 billion won in 2022, and 124.3 billion won in 2023. It is the first single bakery brand to surpass 100 billion won in annual sales. Last year, sales rose 55.9% year-on-year to 193.7 billion won.