I’m originally from "대전" (Daejeon), and one of the most famous spots there is the bakery, "성심당" (Sung Sim Dang). When I was in high school, I used to buy bread there with my friends since it wasn’t far from school. Although the bakery was popular back then, it wasn’t as famous as it is today. Nowadays, it’s renowned across the country, and every branch has long lines of customers waiting to grab their favorite treats. As the media continues to highlight "성심당", more and more people from other cities are visiting. In this post, I’d like to introduce you to this beloved bakery.
The History of Sung Sim Dang
"성심당" was founded in 1956 by 임길순(Lim Gil-sun), a devout Catholic. During the Korean War, he fled to South Korea on a refugee ship to escape religious persecution in North Korea. On that journey, he made a vow to dedicate his life to helping the poor if he survived.
After settling in Daejeon, he started selling steamed buns made from two sacks of flour given to him by a local priest, near Daejeon Station. He named the bakery "성심당" in honor of the Sacred Heart of Jesus ("성심" meaning "Sacred Heart"). The bakery has since grown over three generations, developing unique baked goods while maintaining its original values, becoming one of the most famous bakeries in Korea.
Continuing the founder’s legacy, any unsold bread is donated to welfare centers, and the bakery gives away over 40 million won (around $30,000) worth of bread every month. Despite offers from large companies to expand to Seoul, the current owners remain committed to staying in Daejeon, operating only four branches in the city.
Sung Sim Dang’s Best-Selling Items
While "성심당" offers a wide variety of bread and desserts, a few items have gained iconic status and contributed to its national fame.
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튀김소보로 (Fried Soboro): My personal favorite! This treat combines the crunchy outer layer of a soboro (streusel-like) bread with the sweet, soft red bean paste filling. The crispy fried coating pairs perfectly with the creamy inside. It’s even better when paired with milk or coffee, especially fresh out of the oven.
판타롱 부추빵 (Pantalong Chive Bread): Another crowd favorite, this bread is filled with savory chives and other ingredients, making it hearty enough to serve as a meal. Its unique flavor and satisfying texture have made it a hit among customers.
딸기 시루(Strawberry Siru Cake): Inspired by the traditional Korean "시루떡" (siru-tteok), steamed rice cake, this cake layers strawberries and chocolate cake to create a delicious fusion. Weighing in at 2.3 kilograms (5 pounds), this massive cake is only available during strawberry season. Other versions include mango or fruit siru cakes.
What Makes Sung Sim Dang Special
"성심당" is more than just a bakery—it’s a cultural landmark in Daejeon. Over its 60-year history, it has grown alongside the local community, becoming a symbol of the city’s history and culture. With only four branches, all in Daejeon, it stands as a point of pride for locals.
The bakery also takes social responsibility seriously. Through its "shared management" philosophy, it emphasizes the importance of community and sustainable business practices. For example, the bakery is currently building a four-story daycare center for employees' children, furthering its commitment to the well-being of both its workers and the community.
Tips for Visiting Sung Sim Dang
With more and more people visiting Daejeon just to try "성심당"’s bread, the area around Daejeon Station is getting busier. In fact, many visitors hire personal shoppers to buy bread in advance, which fills up the station's lockers with bags of pre-ordered treats. Carrying those large bags around can be inconvenient, but luckily, there's a solution!
Close to "성심당"’s main branch, just a minute's walk away, there’s a “bread refrigerator” where you can store your purchases safely. Open from 8 a.m. to 10 p.m., the refrigerator keeps bread at 15°C and cakes at 5°C, allowing you to explore Daejeon hands-free for a small fee.
Additionally, some nearby cafes offer discounts or provide plates and utensils if you show a "성심당" receipt, so be sure to keep an eye out for those perks.
➤ "성심당" is a must-visit spot for anyone traveling to Daejeon. This bakery, a source of pride for Daejeon locals, has a rich tradition and continues to innovate. If you get the chance to visit, don’t miss out on trying their most popular items—you’ll see why this bakery has captivated the hearts of so many.
