Bread is evolving from a simple food item or snack into a significant consumer culture and tourist attraction. As the trend of traveling to famous bakeries, known as "bread pilgrimages," gains popularity, the retail industry is expanding its related marketing efforts.
According to a survey conducted by Embrain Trend Monitor on June 30, which included 1,000 men and women aged 19 to 69 across the country, 78.4% of respondents expressed interest in bread, and 92.7% indicated they enjoy it. Notably, 71.6% view seeking out delicious bread as a hobby, while 65.7% consider it a small luxury and a source of happiness.
This perception has led to a surge in visits to local bakeries rather than large franchises. The survey revealed that 81.1% of participants have visited local bakeries, with 88.3% expressing a desire to do so in the future. Additionally, 55.3% indicated they would like to embark on a bread pilgrimage to regions known for their bread.
The trend is particularly strong among younger adults in their 20s and 30s. Among those in their 20s, 32.0% have planned day trips or overnight excursions specifically for bread pilgrimages, while 30.5% of those in their 30s have done the same. The most visited area is Daejeon, home to the famous bakery Seongshim, with 46.2% of respondents having visited, followed by Mangwon and Yeonnam-dong in Seoul (39.6%), Gyeonggi Province (24.0%), and Busan (20.8%). An impressive 87.1% agreed that famous local bakeries serve as tourist attractions, highlighting bread's role as a key component of local economies and images.
The primary factor driving consumer spending is not price but rather "taste and quality." Nearly 88.0% of respondents reported feeling a psychological burden due to rising bread prices, which are now often higher than rice. However, 62.9% prioritize taste and quality over price when selecting bread, indicating a willingness to spend if their preferences and satisfaction are guaranteed.
As interest in bread pilgrimages rises, the retail and food industries are responding swiftly. The online fashion and beauty platform Able has recently expanded its online "bread pilgrimage" initiative to introduce local bakeries across cities like Seoul, Daejeon, and Busan. During an event in February, transaction volume surged by 108% compared to the previous event, with the number of buyers increasing by approximately 80%. The average time to place an order on the platform was just eight seconds, reflecting explosive consumer interest.
Samsung Welstory, a company specializing in group meals and food distribution, has partnered with local bakeries to feature them in its cafeteria menus. Collaborations with well-known bakeries such as Iseongdang in Gunsan, Taegeukdang in Seoul, Ops in Busan, and Mandong Bakery in Gangneung have garnered positive responses from employees.
Earlier, Nongshim collaborated with Daejeon's tourist taxi service "Bread Taxi" in April to promote its snack brand "Bread Manager." Passengers using the Bread Taxi received a welcome kit featuring three types of Bread Manager snacks and Baeksansoo water, while the vehicle's exterior and promotional materials showcased the brand's character, enhancing engagement with bread pilgrimage enthusiasts. Lotte Department Store also attracted bread pilgrimage fans by hosting a "Spring Dessert Fair" in April, featuring local bakeries and national brands at its Busan flagship store.
However, there are concerns about the downsides of the bread pilgrimage trend. The normalization of long lines and open runs at famous bakeries has raised issues, with 69.6% of respondents identifying excessive open runs and waiting culture as problems, and 60.6% noting rising prices at local bakeries. Additionally, 66.5% expressed concern that if local bakeries expand indiscriminately and become franchises, they may lose their unique charm.
* This article has been translated by AI.
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