A Bakery Boosts Stories, Connections, and Culture
Sungsimdang: From a wartime bakery to Korea’s top sensation. Famous for its Ttwigim Soboro, now with Cake Lock for storing their hefty 2.4kg fruit cakes fresh!
LOCAL SUCCESS WITH A BIG HEART
The secret to a successful local bakery? It’s all about taste, vibe, and a little bit of advertisement. But what else turns a small business into a nationwide phenomenon?
In the bustling city of Daejeon, South Korea’s transportation hub where trains pass by daily, lies Sungsimdang—a bakery that’s much more than just a place to buy bread. It’s a landmark, where every loaf has a story and every visitor becomes part of its journey.
With six locations in the city and over 10,000 daily customers, Sungsimdang generated an impressive $95 million in revenue in 2023, making it Korea’s top bakery.
In January of this year, the entire Sungsimdang building and surrounding block were filled with eager crowds and long waiting lines. Yet, no one seemed to mind the wait. Instead, they were busy on their phones, calling friends and family to ask, “What should I bring back for you?” It’s this kind of excitement and connection that makes Sungsimdang more than just a bakery—it’s a cultural phenomenon.
THE STORY: FROM HUMBLE BEGINNINGS TO GREATNESS
Sungsimdang’s story began during a harsh winter in wartime Korea. Founder Mr. Lim Gilsun and his family fled their hometown in Hamju, South Hamgyong Province, after losing everything. After settling briefly in the southern region, they found themselves in Daejeon when their train broke down. Drawn to the city’s lively atmosphere, Mr. Lim decided to stay and start fresh. With two sacks of flour gifted by a priest, the family began selling steamed buns under a small tent near Daejeon Station. Their delicious buns quickly became popular, but Mr. Lim’s heart remained with the less fortunate—he would end sales early each day to share leftover buns with the poor under Mokcheok Bridge.
Over the years, Sungsimdang grew, passing to the next generation when Mr. Lim’s son, Youngjin, took over. Adding his own innovation, Youngjin created the now-iconic Twimgim Soboro, a deep-fried bread filled with sweet red bean paste. This unique creation became a national sensation, with over 80 million pieces sold to date. From humble beginnings to a household name, Sungsimdang’s journey is a testament to resilience, community, and delicious bread.
A SENSATION BUILT ON EXPERIENCE
Sungsimdang Stores and SNS
(Center Image Source : https://www.instagram.com/explore/search/keyword/?q=%23%EB%94%B8%EA%B8%B0%EC%8B%9C%EB%A3%A8)
Sungsimdang stands out not only for its quality but also for its exclusivity. Staying true to its roots, the bakery operates only in Daejeon, attracting customers from across Korea who are willing to travel and wait in long lines to experience the magic. Social media has played a key role, with visitors proudly posting their “I’m here!” moments.
This unique combination of online buzz and in-person visits has made Sungsimdang more than a bakery—it’s a destination and an experience. Whether it’s the sweet aroma of bread, the rich taste of the iconic buns, or the joy of being part of a sensation, Sungsimdang proves that a local business with heart can capture the nation.
Most recently, a third-party startup called Cake Lock launched a clever, niche service to enhance the Sungsimdang experience. This innovative, self-service shop offers refrigerated locker boxes to safely store your heavy cakes for hours. The idea came in response to Sungsimdang’s new fruit cake lineup, where each cake weighs an impressive 2.4 kg (5.3 lbs). It’s a thoughtful addition that ensures your cake stays fresh while you continue exploring or traveling.
