Revamped bread city tour aims to boost overnight tourism in second half of year
Daejeon is doubling down on bread. The city is moving to develop its signature baked goods into a full-fledged tourism asset and launch a campaign to draw overnight visitors through bread-themed experiences.
Daejeon city announced Monday it will pursue a series of initiatives in the second half of this year to spread its "Bread Capital of Korea" brand — including opening a new Daejeon Travel Lounge branch, revamping its bread city tour, and rolling out an experience-and-discount promotion called "Ppanggapseumnida" (a pun meaning both "bread is cheap" and "glad you came for bread").
The promotion bundles mission tours, tourism and accommodation discounts, and social media events into a single campaign. The city aims to move beyond simple bakery visits — linking Daejeon's nationally recognized bread culture to attractions, accommodations and local businesses so that tourists stay longer and spend more.
First, a new Daejeon Travel Lounge branch will open near Yuseong Hot Spring Station in October. Rebuilt from the existing Daejeon General Tourism Information Center, the space will feature a bread-themed photo zone and lounge area, along with tourism and bread tour information, sales of local character "Kkumdori" merchandise, and a mission-verification and reward-collection counter. The city plans to run it as a one-stop "bread hideout" where visitors can buy, eat, photograph and enjoy Daejeon's bread scene.
The Daejeon city tour's bread-focused route, known as the "Ppangsi Tour," is already drawing crowds. Operating on two routes every Saturday and Sunday, it takes riders to four signature bakeries per route. Starting in October, the tour will relaunch with a newly redesigned course.
During the Daejeon Bread Festival on Oct. 17 and 18, the regular bakery tour routes will temporarily add the festival venue as a stop. City tour riders during that period will also receive a special gift — a reusable Kkumdori tote bag.
From October through November, the city will run a mission tour called "Kkumdori's Daejeon Bread Expedition," themed around the Kkumdori character and local bread. Participants must verify purchases at two local bakeries and complete a visit to a tourist attraction, then head to the Yuseong Hot Spring Station Travel Lounge branch for final verification and their reward.
The city will offer exclusive Daejeon rewards to encourage bakery visitors to extend their trips to nearby attractions and local businesses. Participation opens Oct. 6 via QR codes on promotional materials.
Meanwhile, a discount campaign will run to boost tourist spending and length of stay. Through the bread festival period in October, the city will partner with travel platform My Real Trip to offer discounts at major tourist facilities and experience venues, including Daejeon O-World, Expo Aquarium and Sangsang Art Hall.
Alongside this, Daejeon is participating in the "2026 Korea Accommodation Sale Festa (Second Half Edition)" through Nov. 8, offering discounts on local accommodation products. The city aims to combine bread tourism with lodging and attraction discounts to encourage longer stays.
Online, a social media screenshot event called "Catch My Bread!" will run from Oct. 1 through Oct. 9 to generate nationwide attention and participation. Two hundred winners selected by draw will receive prizes including Kkumdori plush toys and digital gift vouchers.
Daejeon city plans to analyze visitor response and operational results from the second-half initiatives, then use the best-performing content as the foundation for continued development of participatory bread tourism experiences from 2027 onward.
Kwon Gyeong-min, director general of Daejeon's Culture, Sports and Tourism Bureau, said bread has grown into far more than a local food. "Daejeon's bread is now an important tourism asset that draws visitors to the city," Kwon said. "We will diversify the content that lets tourists travel and enjoy every corner of Daejeon through bread, and build 'Bread Capital of Korea, Daejeon' into a leading tourism brand."
kwonhl@heraldcorp.com
