The winter of Seongsimdang has returned. The area around Jungangno Station in Daejeon is once again filled with the sweet aroma of strawberries. As expected, a record-breaking queue has formed, living up to the hype. From the very first day of release, the line stretched all the way into the underground shopping center, reaffirming the sheer power of the Seongsimdang brand. Here is a record of the heated scene, along with the price information and precautions you need to know to understand why thousands of people line up from dawn just for a single cake.
The Return of the 2.3kg “Heavy Excitement” Representing Daejeon’s Winter
Every year at this time, Daejeon bustles with bread enthusiasts from all over the country. The Strawberry Siru, presented by Seongsimdang Cake Boutique, has now evolved beyond a simple dessert into a cultural phenomenon. This year’s sales kicked off on December 23rd, and the atmosphere was more electric than ever.
The Ultimate Value King: Overwhelming Weight and Visuals
The biggest reason for the immense love for Strawberry Siru is its overwhelming volume. A single cake weighs a staggering 2.3kg. It is no exaggeration to say that an entire box of strawberries goes into it. While Christmas cakes at luxury hotels are currently priced between 100,000 to 200,000 KRW, the 49,000 KRW price tag of the Strawberry Siru is an irresistible temptation for consumers.
5-Hour Wait: The Scene at Jungangno Station
On the first day of release, the vicinity of the Seongsimdang main store in Eunhaeng-dong was packed with people. The line was so long it was difficult to see the end, extending past the street-level shop and occupying the corridors of the Jungangno underground shopping mall. According to reviews on social media, many started waiting as early as 5:00 AM. Despite waiting for over five hours, those holding the cake boxes in their hands were beaming with “victor’s smiles.”
2025 Seongsimdang Strawberry Siru: Detailed Guide for Smart Buyers
Before visiting Seongsimdang, there are essential details you must check. To avoid the disappointment of returning empty-handed, you should be well-informed about the operating methods and purchase restrictions for each branch. This year, strict standards are being applied to ensure fairness.
Price System and Product Lineup by Branch
Large Strawberry Siru (Main Store Exclusive): 49,000 KRW
Strawberry Siru “The Youngest” (Small): 43,000 KRW
Matcha Siru (New): 43,000 KRW (Featuring matcha cream for a unique flavor profile)
Note: The flagship Large Strawberry Siru is sold exclusively at the Cake Boutique Main Store. If you plan to visit the Lotte Department Store Daejeon Branch or the DCC Branch, it is best to check their specific lineups in advance.
1 Unit Per Person and “No Reservation” Policy
To provide purchase opportunities to as many people as possible, Seongsimdang limits purchases to one cake per person. Furthermore, to prevent extreme congestion during the Christmas season, the Strawberry Siru series is sold 100% on-site with no pre-orders allowed. This decision reflects Seongsimdang’s commitment to creating a fair purchasing environment.
The Dark Side of Popularity: The Resale Market and Warnings
The rise in fame has brought an unwelcome guest: the scalping issue. Recently, posts have flooded second-hand trading platforms offering to “proxy purchase” or resell the cake for a premium. Resale prices have reached as high as 140,000 KRW—more than double the original price—drawing public criticism.
Seongsimdang’s Strong Warning: Risks of Unauthorized Proxy Purchases
Seongsimdang has issued a strong statement via its official website, strictly prohibiting third-party sales or proxy purchases outside of official stores.
Hygiene & Freshness: Cakes are highly perishable. If they are not refrigerated properly during transport, there is a high risk of spoilage or hygiene issues.
Damage: There is a high possibility of the cake collapsing or being damaged during unofficial delivery. It is safest to purchase directly from official stores.
Manners for a Healthy Dessert Culture
The desire to get ahead of others is fueling the resale market. Considering the value of Seongsimdang—a company that symbolizes Daejeon and grows alongside the local community—mature civic awareness is required to wait in line fairly and purchase at the fixed price. It is also important to follow the instructions of the staff and maintain etiquette so as not to disturb nearby local merchants.
The Sincerity of Seongsimdang: A Must-Visit in Daejeon
The reason Seongsimdang is loved nationwide goes beyond their baking skills; it lies in their sincerity. Despite becoming a giant brand with annual sales exceeding 100 billion KRW, they remain rooted in Daejeon, serving as a pillar of the local economy. The Strawberry Siru craze is not just an obsession with a cost-effective cake, but a response to the trust and joy the Seongsimdang brand provides.
If you want to make delicious memories with loved ones this weekend, why not head to Daejeon? The wait may be long, but the feeling of receiving that heavy cake box will be a more valuable experience than any other gift. Just be sure to dress warmly and bring heat packs for the long outdoor wait!