A new commemorative exhibition offers a sweeping look at Seongsimdang’s 70-year journey, which began in 1956 under a small tent outside Daejeon Station.
On the 30th, Daejeon-based bakery Seongsimdang opened "Seongsimdang 70th Anniversary Exhibition: Old Sincerity" at the Seongsimdang Cultural Center in Eunhang-dong, Jung-gu, revealing archival documents and artworks from the company’s collection.
From Hungnam Pier in 1950 to Daejeon Station
At the opening, CEO Lim Young-jin underscored that Seongsimdang’s foundation rests on both miracle and generosity. He recalled, "My parents, the founders, were refugees who fled Hungnam Pier in 1950 aboard the SS Meredith Victory. After arriving in Daejeon in 1956, they started a steamed-bun stall in the square in front of Daejeon Station with two sacks of flour given by a priest. That humble stall became the seed of Seongsimdang."
He added, "We went through many hardships over the past 70 years, but today Seongsimdang has grown into a destination that draws more than 10 million visitors a year. That success belongs to our dedicated employees, the citizens of Daejeon who showed us love, and customers from across the country."
Seongsimdang 70th Anniversary Exhibition: Old Sincerity
The "Old Sincerity" exhibition officially opens on May 1 and runs through December 25 at the Seongsimdang Cultural Center. The show juxtaposes seven decades of Seongsimdang’s baking culture with the emotional ties the bakery has formed with the city of Daejeon.
The exhibition maps Seongsimdang’s story across three themes.
The first, "70 Years Held in the Heart," traces the bakery’s origins. It features early records of desperate prayers at Hungnam Pier in 1950, the miraculous voyage of the SS Meredith Victory, and the modest 1956 beginnings with two sacks of flour. These displays tell the founders’ journey to make a new home in Daejeon and the community encouragement that helped them rebuild from near ruin.
The second theme, "70 Years Embraced by Bread," highlights signature products that transformed the city’s culinary landscape. From the long-loved fried soboro that held its place for 46 years to the recent favorite Strawberry Siru, the exhibit shows how Seongsimdang’s baked goods became woven into everyday moments of joy. It also honors roughly 1,000 Seongsimdang staff—quietly kneading dough and tending ovens—calling their daily labor almost sacred and spotlighting the sweat behind each product.
The final theme, "70 Years Embraced by Faith," explores the core beliefs that sustained Seongsimdang. It presents the company’s management philosophy—the Economy of Communion (EoC), an approach grounded in altruism—and the next generation’s pledge to carry that vision forward. The display also includes a papal blessing letter and the honors the company received from the Vatican.
70th-anniversary merchandise, too
One display drew attention to flour and thin wheat noodles (somyeon) made from the first harvest at the Seongsim Wheat Field. A screen read, "Bread feeds today, but wheat is the seed for tomorrow. We plant hope for the future with the next generation in mind," visually conveying Seongsimdang’s commitment to shared growth and future value. That ethos is also reflected in the on-site merchandise: Seongsim Wheat Field somyeon and flour, a 70-year history book, pins, magnets, commemorative towels, and other anniversary items.
In his remarks, CEO Lim said, "I keep our motto—'Do work that everyone will appreciate'—in mind as we bake every day and practice acts of love," and he expressed gratitude to everyone who helped build the company’s 70-year legacy.
