"What Kind of Bread Is This?"... Seongsimdang's 'That Bread,' Which Sold 100 Million Won in 2 Weeks, Returns

Portion of Proceeds to Support Local Economy and Job Creation
Active 'Gwangbokjeol Marketing' in the Retail Industry

The 'Gwangbokjeol Bread,' jointly developed by the Korea Minting and Security Printing Corporation and Seongsimdang, which achieved sales of 100 million won within just two weeks of its release last year, is being re-released.

Visitors waiting in long lines to purchase bread are gathered in front of the Seongsimdang main store in Daejeon.

According to the Korea Minting and Security Printing Corporation and Seongsimdang on August 7, the two companies will once again introduce a commemorative bread for Gwangbokjeol this year, following last year, to mark the 80th anniversary of liberation. The Gwangbokjeol Bread consists of a box containing four madeleines, and each box is priced at 5,000 won. It will be available for purchase at all Seongsimdang locations, including the main store, Daejeon Station branch, Lotte Department Store Daejeon branch, and DCC branch, until August 17.

Portion of Proceeds to Support Local Economy and Job Creation

This year's Gwangbokjeol Bread design reflects the significance of the 80th anniversary of liberation. The box features the Taegeukgi, the national flag of Korea, the Mugunghwa (Rose of Sharon), and Seongsimi, the Seongsimdang mascot. Inside the box, there is also a brochure of the oldest extant 'Denny Taegeukgi.'

An image of the 'Gwangbokjeol Bread' commemorating the 80th anniversary of liberation, jointly developed by Seongsimdang in Daejeon and the Korea Minting and Security Printing Corporation. Photo by Korea Minting and Security Printing Corporation

The 'Gwangbok Bread,' released on August 1 last year, received an explosive response, selling 21,870 units and generating 100 million won in sales in just two weeks. This time, the packaging has been renewed in ivory color, and the product name has been updated to 'Gwangbokjeol Bread.'

The two organizations have agreed to jointly donate a portion of the proceeds from the sale of Gwangbokjeol Bread to support the local economy and job creation, in order to meaningfully commemorate the historic 80th anniversary of liberation. Korea Minting and Security Printing Corporation President Sung Changhoon stated, "We have infused the emotion of celebrating the 80th anniversary of liberation and our respect for the independence patriots into Gwangbokjeol Bread," and added, "Together with Seongsimdang, we will return a portion of the proceeds from Gwangbokjeol Bread sales to the local community, sharing the joy and significance of the 80th anniversary of liberation."

Upon hearing the news, netizens responded enthusiastically, leaving comments such as "As expected of Seongsimdang," "This is why Seongsimdang is so beloved," "The wait will be even longer now," and "I should travel to Daejeon this weekend."

Active 'Gwangbokjeol Marketing' in the Retail Industry

The convenience store industry has also begun 'Gwangbokjeol marketing.' GS25 has launched the 'Gwangbok 80th Anniversary Lunchbox,' consisting of a seven-dish set meal. The lunchbox features a quote from independence activist Yun Bonggil, inscribed in the handwriting style of independence fighters, and includes four types of keycaps?'Daehan,' 'Independence,' 'Manse,' and 'Taegeukgi'?randomly enclosed. A portion of the proceeds will be delivered through the Liberation Association to descendants of independence patriots who have suffered from flood or wildfire damage.

CU, in collaboration with the Ministry of the Interior and Safety, is also designating and selling eight representative lunchbox varieties as 'Taegeukgi Lunchboxes.' A portion of the sales proceeds will be donated to improve the living conditions of the descendants of independence activist Koo Cheolseong, who reside in Kazakhstan.