Next great travel destination in Korea might just be a neighborhood bakery
Tourism in Korea was once defined by grand scale: ancient palaces in the capital, pristine coastal views in Jeju and sweeping peaks in national parks. But an ambitious nationwide project reveals a fundamental shift in how people choose to travel — placing humble local bakeries and affordable eateries above conventional sightseeing. The Ministry of Culture, Sports and Tourism, in collaboration…
In recent years, Korea's tourism landscape has undergone a significant transformation. While the country's ancient palaces, pristine coastlines, and majestic mountains once captivated visitors, a new wave of travelers is discovering an alternative route to experiencing the country's charm. This shift is exemplified by the "100x100 Project," a nationwide endeavor spearheaded by the Ministry of Culture, Sports and Tourism, and the Korea Tourism Organization.
The project aimed to identify travel destinations that might not have been traditionally highlighted by institutional tourism curation. To achieve this, 100 travel writers and journalists were invited to nominate thousands of hidden gems across 100 distinct themes. The response was overwhelming, with over 40,000 citizens casting more than 1.5 million votes to determine the country's top travel destinations.
Among the plethora of nominees, one establishment emerged as the clear favorite: Sungsimdang, a historic bakery nestled in the central city of Daejeon. Surpassing the grandeur of world-class museums and imperial palaces, Sungsimdang claimed the top spot in the individual category. Its success highlights a burgeoning trend among modern travelers: they are increasingly valuing authentic, local experiences over grand, traditional tourist attractions.
Written by urgent.news from The Korea Times's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
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