"I'll Join the Dawn Open Run" "Waited a Year"... Online Buzz Erupts as Seongsimdang's 'Strawberry Siru' Returns

Seongsimdang Unveils Winter Season Cake Lineup
Online Buzz Already Heating Up... Signs Point to Another Huge Success This Year

"Waited a year" "This year, I will definitely succeed"

As Seongsimdang, Daejeon's iconic bakery beloved nationwide for its outstanding taste and reasonable prices, unveiled its winter season cake lineup, online communities are buzzing with excitement. Seongsimdang's seasonal limited products have established themselves as a "national event" that triggers open runs every year, and anticipation among consumers is spreading rapidly.

Sungsimdang Strawberry Siru. Sungsimdang

'Strawberry Siru' is back... Online reactions explode as the winter lineup is revealed

On December 1, Seongsimdang announced through its official social media channels that it would begin accepting pre-orders for Christmas cakes. The products available this Christmas season include the Strawberry Siru, Strawberry Siru Maknae, Strawberry Seolgi, 15-Layer Crepe, Maison Cake, and Strawberry Tower Tart. Prices range from 29,000 won to 52,000 won depending on the product. Each store has specific periods when reservations are not accepted, during which cakes can only be purchased on-site.

Among this lineup, the main focus is undoubtedly the Strawberry Siru. The Strawberry Siru cake is Seongsimdang's signature winter cake, famous as a "cost-effective cake" that contains an entire box of strawberries. Its price, less than half that of high-end hotel cakes priced between 100,000 and 200,000 won, combined with its excellent taste, has made it a perennial favorite.

Three Popular Cakes from Seongsimdang. Seongsimdang

After the lineup was announced, online users responded enthusiastically, saying, "I've waited a year," "This year, I will definitely succeed in buying it," "I'm going to try from dawn," "I've saved my annual leave for this day," "I wonder how long the line will be this time," "The Strawberry Siru looks insane-it's a year-end essential," "I've already booked my train ticket to Daejeon," "All the bread lovers nationwide, gather here," "With strawberry prices these days, Seongsimdang never disappoints," "Seongsimdang is always trustworthy," and "I can't resist the Strawberry Siru."

Open runs and reselling repeated every year... Will it happen again this year?

The seasonal limited cakes released by Seongsimdang are so popular that they have sparked not only "open runs" (waiting in front of the store and rushing in as soon as it opens to buy the desired item) but also reselling. Last year, there were even reports of "dawn runs," where people lined up from the early hours before the store opened to buy the Strawberry Siru cake. The cake, which has a regular price of 43,000 won, was traded for as much as 140,000 won on secondhand platforms.

Hundreds of customers are lined up early in the morning in front of Seongsimdang's Cake Boutique, a representative landmark of Daejeon, to purchase cakes. Photo by The Asia Business Daily Database

Founded in 1956 as a steamed bun shop in front of Daejeon Station, Seongsimdang has grown into a local landmark attracting over 10 million visitors annually. It was the first single bakery brand to surpass 100 billion won in annual sales. Seongsimdang's revenue grew from 48.8 billion won in 2020 to 62.8 billion won in 2021, 81.7 billion won in 2022, and reached 124.3 billion won in 2023. Last year's sales were 193.7 billion won, a 55.9% increase from the previous year, continuing its growth trend.

This content was produced with the assistance of AI translation services.