The results of a poll for the 100x100 Project to Discover Korea's Top Attractions, a joint program of the Ministry of Culture, Sports and Tourism and the Korea Tourism Organization, have been released on the initiative's official website (https://spot100x100.kr), which is linked to the Visit Korea homepage. This Korea.net series introduces 100 travel themes in eight sectors to highlight attractions recommended by the Korean public for foreign visitors.

Sungsimdang's main store in Daejeon's Jung-gu District (Sungsimdang)

By Lee Dasom

A notable shift in the nation's food culture is the growing popularity of bread epitomized by the so-called bread pilgrimage, in which people travel the country in search of unique varieties. Thus visitors going to regions to sample their specialty baked goods is nothing new.

Korea.net looks at three popular bakeries in order of their rankings from public polls that served as the basis for the Ministry of Culture, Sports and Tourism's 100x100 Project to Discover Korea’s Landmarks.

Sungsimdang in Daejeon: get there early

This leading business in Daejeon celebrates its 70th anniversary this year; it was launched in 1956 as a jjinppang (steamed bun) store in a tent in front of Daejeon Station. Under its corporate motto "Do what everyone considers good," the bakery has upheld the entrepreneurial spirit of its founding couple, who were both devout Catholics, through dedication to serving the community and practicing love for neighbors.

Sungsimdang's signature item is twigim soboro (fried streusel-topped bread). With a crispy, doughnut-like and deep-fried outer layer, it is filled with danpat (sweet red bean paste) and topped with savory and crunchy streusel crumbs made from flour, butter and sugar. With each bite offering a perfect balance of sweet and savory flavors, this is a can't-miss for any visitor to Daejeon, the country's fifth-largest city.

Another signature item is the Siru Cake, which sparked a craze for lining up in front of the store before opening hours. The name comes from the cake's chewy texture reminiscent of sirutteok (steamed rice cake). The arrival of new flavors each season is another reason for the item's high popularity.

Leesungdang's main store in Gunsan, Jeollabuk-do Province (Leesungdang)

Leesungdang in Gunsan: city landmark

Leesungdang's main store in Gunsan, Jeollabuk-do Province, is the country's oldest bakery still in operation. Its reputation has remained sky high since its founding in 1945.

The secret to this store's enduring popularity lies in its painstaking management of ingredients and commitment to authentic flavors. It uses its own specialized brands to produce the patanggeum (red bean paste) used in danpatppang (red bean buns) and the rice flour necessary for rice-based breads.

The brand is committed to its philosophy of providing consumers with healthy and safe food.

Leesungdang's two signature items are its danpatppang and yacheppang (vegetable buns). On weekdays, the main store sells each day around 7,000 of the former and 6,000 of the latter, figures that break 11,000 and 10,000 on weekends, respectively. This punctuates the status of the treats as regional specialties of Gunsan.

Main store of PNB Pungnyeon Bakery in Jeonju, Jeollabuk-do Province (PNB Pungnyeon Bakery)

PNB Pungnyeon Bakery in Jeonju: pioneer of many firsts

PNB Pungnyeon Bakery in Jeonju, Jeollabuk-do Province, opened in 1920 as the country's first to sell jeonbyeong, or traditional thin and crispy wafers. Now run by the third generation of the founding family, this place is also famous for many firsts in Korea.

In 1940, the business developed the first peanut jeonbyeong; in 1958, it introduced the first soft ice cream machine; in 1959, it became the first to install air conditioning; and in 2013, it was the first provincial bakery to open a branch inside a department store.

PNB Pungnyeon Bakery's biggest hit is its thick, handmade chocolate wafer, which combines rich chocolate, sweet-and-tangy strawberry jam and smooth cream. Its jeonbyeong is also made using the original recipes passed down since the bakery's launch. Baked for a full eight hours, the wafers have a crispy yet delicate texture and a rich, nutty flavor.

dlektha0319@korea.kr