2024-04-18 20:04:28
Daejeon’s local bakery brand ‘Seongsimdang’ recorded an operating profit of 30 billion won last year, surpassing national franchise companies Paris Baguette and Tous Les Jours. Sales also exceeded 100 billion won, the first for a single bakery brand excluding franchises.
According to the Financial Supervisory Service’s electronic disclosure system on the 18th, the operating profit of Rosso, which operates Seongsimdang, was 31.5 billion won last year, doubling from 2022 (15.4 billion won). This is significantly higher than large companies such as Paris Croissant (KRW 19.9 billion), which operates Paris Baguette, and CJ Foodville (KRW 21.4 billion), which operates Tous Les Jours. Seongsimdang’s sales last year were 124.3 billion won, an increase of more than 50% compared to 81.7 billion won in 2022.
Seongsimdang has strictly maintained the ‘Daejeon Premium’ to the extent that the saying ‘Daejeon = Seongsimdang’ was coined. There are many requests for branches in other regions or collaboration with large corporations, but we are sticking to operating only in the Daejeon area. Many consumers who are attracted by the specialness and rarity of regional brands come to Daejeon to buy Seongsimdang bread. There is always a long line at the main branch in Eunhaeng-dong, Jung-gu, Daejeon. Last month, professional baseball player Ryu Hyun-jin of the Hanwha Eagles became a hot topic by gifting Seongsimdang bread to LA Dodgers manager Dave Roberts, who was visiting Korea for the opening game of the Major League Baseball (MLB) season in Korea.
Seongsimdang is also known as a cost-effective bakery. Last December, the strawberry cake sold by Seongsimdang for 43,000 won during Christmas had 1kg of strawberries out of the 2.3kg in weight. As word of mouth spread about the relatively low price compared to the ingredients used, an ‘open run’ phenomenon occurred at the time. The cumulative sales volume of Seongsimdang’s representative product, ‘Fried Soboro’, reached 96 million units as of last year.
Daejeon citizens also have great pride in Seongsimdang. Mr. Kim Wook (36, Hakha-dong, Yuseong-gu, Daejeon) said, “Seongsimdang started as a small steamed bread shop in front of Daejeon Station and has grown into a representative local company. Now, it is gaining a higher value than the title of ‘Daejeon’s representative brand,’ so I am proud as a citizen of Daejeon.” said.
An official from Seongsimdang said, “As we have received a lot of love from the local community and achieved growth, we will repay you even more in Daejeon in the future.”
Reporter Song [email protected]
Daejeon = Reporter Lee Jeong-hoon [email protected]
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2024-04-18 20:04:28