Sungsimdang
A Daejeon bakery brand known for soboro-ppang, chive bread, and a strong connection to the city’s local identity.
Last updated August 22, 2026
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Overview
Sungsimdang is a South Korean Western-style bakery headquartered in Daejeon. Its name, 성심당, is commonly translated as “Sacred Heart Hall,” reflecting the brand’s origin in a Catholic community near Daejeon Station. Although it began as a small steamed-bun operation, Sungsimdang developed into one of the country’s best-known non-franchised bakery businesses and became closely associated with Daejeon’s tourism and civic identity. The business was founded in 1956 by Lim Gil-soon after a series of postwar circumstances brought his family to Daejeon. Lim’s family had left Heungnam aboard the SS Meredith Victory in December 1950 and later settled on Geoje Island. In 1956, while attempting to relocate to Seoul, the family’s train stopped unexpectedly at Daejeon Station. With no immediate place to stay, they sought help from Daeheung-dong Catholic Church. A priest gave them two bags of flour, and Lim used the flour to begin selling steamed buns under the Sungsimdang name in front of the station. The bakery’s reputation was built on handmade production, a broad range of breads and desserts, and several highly recognizable products. Soboro-ppang, a Korean streusel-topped bread, and chive bread are particularly associated with the brand. Sungsimdang has also operated cake, café, restaurant, and cultural businesses, allowing it to function as more than a single bakery counter. Its locations have included the original downtown area, Daejeon Station, Lotte Department Store Daejeon, and the Daejeon Convention Center. The brand’s branches serve both local residents and travelers who purchase products before or after train journeys. Sungsimdang was incorporated in 2001 as Rosso Ltd. under Lim Gilsun. Incorporation enabled the business to expand its bakery and restaurant activities while retaining a locally rooted, non-franchised operating model. In 2012, the company received a Korean patent relating to its soboro-ppang recipe. The bakery also gained national visibility when it prepared bread for Pope Francis during his 2014 visit to Korea. Its charitable activities, including long-term bread donations to orphanages and nursing homes, were recognized when Lim Gilsun received the Order of St. Gregory the Great in 2015. Sungsimdang’s commercial growth has been notable within Korea’s bakery sector. Reported annual sales reached KRW 40 billion by 2015, KRW 53.2 billion in 2018, and KRW 63 billion in 2021. The business reportedly recorded KRW 80 billion in 2022 and KRW 124.3 billion in 2023. These figures are reported historical figures rather than current financial guidance. The company has been described as the highest-selling non-franchised bakery in South Korea and as one of the country’s three most prominent regional bakery brands. The brand’s positioning combines traditional Korean bakery familiarity, handmade production, local heritage, and destination appeal. Rather than presenting itself primarily as a standardized national franchise, Sungsimdang emphasizes Daejeon-specific locations, signature products, community service, and an experience that links food with place. Its inclusion in Michelin Guide coverage and repeated recognition as a representative Daejeon business have reinforced its status as a landmark bakery. Sungsimdang remains active in Daejeon, with bakery, café, restaurant, cake, and cultural operations under the broader Rosso corporate structure.
History
Sungsimdang began in the aftermath of the Korean War. Lim Gil-soon and his family left Heungnam aboard the SS Meredith Victory in December 1950 and eventually settled on Geoje Island. In 1956, Lim attempted to move the family to Seoul, but the train stopped at Daejeon Station. The family remained in Daejeon and, lacking accommodation, sought assistance from Daeheung-dong Catholic Church. A priest gave Lim two bags of flour. He used them to start selling steamed buns in front of Daejeon Station under the Sungsimdang name. The bakery gradually became part of Daejeon’s commercial and cultural identity. Its product range expanded from steamed buns to breads, pastries, cakes, desserts, cafés, and restaurants. Soboro-ppang and chive bread became especially associated with the brand, helping distinguish it from standardized national bakery chains. Sungsimdang retained a strong local orientation even as its visibility grew among visitors from other parts of Korea. In 2001, the business was incorporated as Rosso Ltd. under Lim Gilsun. The corporate structure supported the opening of additional bakery and restaurant operations in Daejeon. In 2012, Sungsimdang received Korean patent 10-1104547 for its soboro-ppang recipe. The bakery received wider public attention in 2014 when it baked bread for Pope Francis during his visit to Korea. Lim’s decades of charitable bread donations to orphanages and nursing homes were recognized in 2015, when he received the Order of St. Gregory the Great. The company continued to grow while remaining a non-franchised bakery business. Reported annual sales were KRW 40 billion in 2015 and KRW 53.2 billion in 2018. In 2021, Sungsimdang was reported to have recorded KRW 63 billion in sales and to have ranked first among South Korea’s non-branded or non-franchised bakeries. Reported sales rose to KRW 80 billion in 2022 and KRW 124.3 billion in 2023. Its branch network has included the central bakery, a Daejeon Station location, the Lotte Department Store Daejeon branch, and a Daejeon Convention Center branch opened in November 2023. Related imprints and operations have included Cake Boutique, Old Taste, cafés, restaurants such as Terras Kitchen, Flying Pan, Udonya, and Piatto, a cultural center, and Ovenstory. The head office has also been described as offering a terrace-kitchen setting where customers can eat bread purchased on the first floor. Sungsimdang is now regarded as one of Daejeon’s most recognizable brands and one of South Korea’s leading regional bakeries. Its importance comes not only from product sales but also from its role as a destination for visitors, its association with Daejeon Station and the wider city, its charitable tradition, and its distinctive position outside the dominant national franchise model. Michelin Guide coverage and national media attention have further strengthened its profile.
- 2023
Daejeon Convention Center branch opens
[1]A new branch opened at the Daejeon Convention Center in November.
- 2021
Reported sales reach KRW 63 billion
[1]Sungsimdang was reported to have led South Korea’s non-franchised bakery sector by sales.
- 2015
Founder receives papal honor
[1]Lim Gilsun received the Order of St. Gregory the Great after decades of donating bread to orphanages and nursing homes.
- 2014
Bread prepared for Pope Francis
[1]The bakery prepared bread for Pope Francis during his visit to Korea.
- 2012
Soboro-ppang recipe patent granted
[1]Sungsimdang received Korean patent 10-1104547 relating to its soboro-ppang recipe.
- 2001
Rosso Ltd. is incorporated
[1]The bakery business was incorporated as Rosso Ltd. under Lim Gilsun.
- 1956
Sungsimdang is founded in Daejeon
[1]After a train stop left his family in Daejeon, Lim Gil-soon began selling steamed buns near Daejeon Station with the Sungsimdang name.
- 1950
Lim family leaves Heungnam
[1]Lim Gil-soon and his family left Heungnam aboard the SS Meredith Victory during the Korean War and later settled on Geoje Island.
Products and positioning
A locally rooted, premium-leaning Korean bakery brand that emphasizes handmade production, signature breads, charitable community ties, and Daejeon destination appeal.
Bread
Soboro-ppang
Soboro-ppang is a Korean bread topped with a crumbly, sweet streusel-like layer. It is one of Sungsimdang’s signature products and a major part of the bakery’s national identity. The company received a Korean patent related to its recipe in 2012.
Savory bread
Chive bread
Chive bread is another product strongly associated with Sungsimdang. Its savory profile and recognizable use of chives distinguish it from the sweet breads that dominate many Korean bakery displays and make it a frequent destination purchase.
Cake and dessert
Cakes and desserts
Sungsimdang’s broader assortment includes cakes, pastries, and desserts. These products are also represented through the Cake Boutique imprint, extending the brand beyond its best-known breads and supporting celebrations, gifting, and café-style consumption.
Foodservice
Café and restaurant offerings
The Sungsimdang group operates cafés and restaurants alongside its bakeries. Listed restaurant imprints include Terras Kitchen, Flying Pan, Udonya, and Piatto, indicating a broader prepared-food strategy rather than a business limited to retail bakery sales.
Marketing campaigns
- 2014Bread prepared for Pope Francis
South Korea
Sungsimdang baked bread for Pope Francis during his visit to Korea, giving the regional bakery an internationally visible ceremonial association.
Outcome. The event increased the brand’s public profile, although no campaign performance figures are reported.
- Long-term charitable bread donations
Daejeon · South Korea
The founder and bakery donated bread to orphanages and nursing homes over several decades, making community service part of the brand’s public identity.
Outcome. The charitable record contributed to Lim Gilsun receiving the Order of St. Gregory the Great in 2015.
Brand decisions
2023
Expansion to the Daejeon Convention CenterStrategyBackground
Sungsimdang’s existing locations served both local customers and visitors to major transport and commercial sites.
Action taken
The brand opened a branch at the Daejeon Convention Center in November 2023.
Aftermath
The new location extended Sungsimdang’s presence into another major Daejeon destination; no later performance data is reported.
2012
Patent protection for soboro-ppang recipeOtherBackground
Soboro-ppang had become one of Sungsimdang’s defining products.
Action taken
The company received Korean patent 10-1104547 relating to the recipe.
Aftermath
The patent reinforced the product’s association with Sungsimdang, but the available source does not describe subsequent litigation or enforcement.
2001
Corporate incorporation under Rosso Ltd.StrategyBackground
The bakery had developed from a small station-side operation into a broader local business.
Action taken
The business was incorporated as Rosso Ltd. under Lim Gilsun and subsequently expanded its bakery and restaurant activities.
Aftermath
The corporate structure supported additional locations and related foodservice imprints while the brand remained non-franchised.
Recent events
- 2023
Sungsimdang opens Daejeon Convention Center branch[1]
Other
The brand opened a new branch at the Daejeon Convention Center in November 2023.
- 2023
Sungsimdang surpasses KRW 100 billion in reported annual sales[1]
Other
Reported annual sales reached KRW 124.3 billion, marking a significant expansion for a non-franchised bakery.
- 2018
Sungsimdang annual sales reported at KRW 53.2 billion[1]
Other
Reported sales for the year were KRW 53.2 billion, reflecting the scale of the private bakery business.
- 2015
Sungsimdang reaches KRW 40 billion in annual sales[1]
Other
The bakery’s reported annual sales reached KRW 40 billion as its reputation expanded beyond Daejeon.
Sources1 sources
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