The public-led dessert project expands as a new tourism-oriented food attraction in the city center.
Daejeon has opened the third branch of Kumdori Hodugwaja, expanding a city-supported food project that blends the city’s official mascot with local tourism. The new store is located about a six-minute walk from Sungsimdang, one of Korea’s most famous bakeries, making it convenient for visitors exploring the downtown area.
Kumdori Hodugwaja is not a private commercial brand but a city-supported social enterprise project operated in partnership with the regional self-reliance center. The program involves young participants in production and sales, supporting job training while promoting the city’s identity through a character-based food product featuring Kumdori.
The third store features a bright lemon-colored exterior designed to appeal to younger visitors. More than a simple retail space, it encourages photo-taking and casual visits, enhancing the overall visitor experience and adding visual interest to the surrounding streetscape.
Inside the store, displays of Kumdori Hodugwaja cakes highlight product variety and brand storytelling. The interior design reinforces the store’s identity as a dessert destination and encourages visitors to naturally explore and share the products.
Daejeon plans to further connect Kumdori Hodugwaja with downtown tourism routes, positioning it as a recognizable local stop that links character content with urban travel experiences.
Since its launch in August last year, Kumdori Hodugwaja recorded approximately KRW 280 million in sales within about five months, indicating strong consumer interest and supporting the long-term viability of the project.
Source: Daejeon Metropolitan City Government
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