Staff of the Daejeon Metropolitan Election Commission conduct a voter participation campaign using “election bread” at Sungsimdang’s main store in Jung-gu, Daejeon, on May 7. Courtesy of Daejeon Election Commission

Sungsimdang, a beloved bakery based in Daejeon, has released a special line of "election bread" ahead of the 21st presidential election scheduled for June 3. The product was developed in collaboration with the Daejeon Metropolitan Election Commission to encourage voter participation.

On May 8, the Daejeon Election Commission announced that the election-themed pastries, produced jointly with Sungsimdang, are now on sale at all of the bakery’s locations. The campaign includes two types of bread, which are “Anggeum Bread” and “Big Match Bread.” The former features a stamp mark symbolizing a completed ballot, while the latter displays “6.3” to indicate the election date. Each product is displayed with signage that also promotes early voting, scheduled for May 29 and 30.

A commission official explained, “We planned this collaboration with Sungsimdang, a locally renowned bakery, to raise voter interest and participation ahead of next month’s presidential election,” adding, “By using familiar, everyday food items, we hope to deliver grassroots-level election messaging.”

Sungsimdang's popularity has increasingly made it a go-to partner for promotional campaigns by public institutions in the region. The Korean Intellectual Property Office (KIPO) has been touring the country with Sungsimdang’s “Bread Truck” since last month. The tour is part of the 60th anniversary celebration of Invention Day, which falls on May 19. Starting in Seoul and traveling to major cities like Daegu and Gwangju, the event promotes the importance of invention by sharing patent stories related to Sungsimdang’s baked goods. Local crowds have lined up to participate in quiz games about intellectual property in exchange for free Sungsimdang pastries.

Likewise, the Korea Minting, Security Printing & ID Card Operating Corporation (KOMSCO) partnered with Sungsimdang earlier this year to release the "Liberation Bread" in commemoration of the 80th anniversary of Korea’s liberation from Japanese colonial rule. The product, launched around March 1 (Independence Movement Day), features KOMSCO-designed packaging and includes Sungsimdang’s popular madeleines. A limited run of Liberation Bread will also be available around Liberation Day on August 15.

Last year, the city of Daejeon also launched a nationwide “Daejeon Bread Truck” tour to promote its signature local festival, the “Daejeon 0 O’Clock Festival,” by distributing Sungsimdang products. Founded in 1956 as a small steamed bun shop in front of Daejeon Station, Sungsimdang has since grown into a powerhouse, achieving over 100 billion won in annual revenue for two consecutive years without franchising. Its profits have even surpassed those of major franchises like Paris Baguette and Tous Les Jours.