Article at a GlanceSungsimdang, which started as a steamed bun stall under a tent in front of Daejeon Station in 1956, has grown into Daejeon’s iconic bakery, renowned nationwide for its mega-hit products such as Fried Soboro and Strawberry Siru. Based on operating profit, it has surpassed Paris Croissant (199 billion KRW), an SPC Group affiliate operating Paris Baguette, and CJ Foodville (214 billion KRW), a CJ Group affiliate operating Tous Les Jours. The ‘BE MIL’ secret behind Sungsimdang’s transformation into a long-lasting bakery loved across the nation lies in its establishment as a local brand rooted in regional identity and its practice of EoC management, which embraces all stakeholders. Its focus on fostering talent through initiatives such as benchmarking tours in Japan, consistently innovating its products, prioritizing customer value, and introducing cost-effective offerings has also played a significant role in building a beloved brand.
“If my family survives, I will dedicate my life to helping the poor.”
He prayed as he watched Hungnam Port being destroyed. It was just after the last ship carrying war refugees, the Meredith Victory, departed the port during the Korean War in 1950. The father prayed fervently, promising to live for the poor if his wife and four daughters survived. After two days at sea, the ship safely arrived at Geoje Island, Gyeongsangnam-do, on December 25. It was a “Christmas miracle.”
The family, who stayed in Jinhae-gu, Gyeongsangnam-do, after passing through Geoje, made a living by selling naengmyeon (cold noodles). Despite the grueling times, when surviving each day seemed like a miracle, they never forgot the prayer offered aboard the Meredith Victory. After each day of business, they shared the leftover noodles with their starving neighbors. They endured this way for three years until peace returned. The war ended, and new life came into the world—first son Young-jin was born.
In 1955, a train route to Seoul opened, and the following year, Young-jin’s family boarded the train to Seoul, South Korea’s largest city, in search of new opportunities. However, the train stopped in Daejeon. At the time, fixing a broken train took a long and indefinite wait. The family disembarked and left the station. Young-jin's family disembarked from the train and exited the station. The Daejeon Station square before them was livelier than they had expected. Young-jin’s family decided to stay in Daejeon instead of continuing to Seoul.
After deciding to settle in Daejeon, the first place they visited was a church. Young-jin’s family were devout Catholics who maintained their faith despite religious persecution under North Korea’s communist regime. Near Daejeon Station, they found Daeheung-dong Church, where Father Oh Gi-seon, known as the “father of orphans” in Daejeon, was serving as parish priest. After listening to their journey from Hungnam to Daejeon, Father Oh handed them two sacks of flour. A few days later, the couple set up a tent in front of Daejeon Station and began selling steamed buns made from the gifted flour. This was the easiest type of business they could start with flour. They erected a slanted signpost on the tent pole bearing the name 'Sungsimdang'. The name, meaning 'Hall of the Sacred Heart,' reflected their devotion to Jesus.
