The bakery Sungsimdang, known as a 'Daejeon specialty,' posted a notice that the 'people's livelihood recovery consumption coupons' cannot be used. Online reactions have expressed disappointment, and interest is growing in why Sungsimdang is excluded from the list of places where the consumption coupons can be used.
On the 28th, Sungsimdang announced through its official website, 'We kindly ask for your understanding that the people's livelihood recovery consumption coupons cannot be used in the store.' This applies not only to the main branch but also to the Daejeon Station branch, Lotte branch, DCC branch, and eight other affiliated brands, including Yeotmatssomsi and Sungsimdang Culture Center.
This is because the government has restricted usage to small business establishments with annual sales of less than 3 billion won. Sungsimdang's operating company, Rosso, recorded sales of 124.3 billion won in 2023, becoming the first single bakery brand—not a franchise—to surpass 100 billion won in sales. Last year's sales were 193.7 billion won, with an operating profit of 47.8 billion won. In terms of operating profit alone, it was higher than CJ Foodville, which operates Tous Les Jours, and Paris Croissant, which operates Paris Baguette.
For similar reasons, famous restaurants and bakeries in the same regions, such as Leesungdang in Gunsan, London Bagel Museum in Seoul, and Kabojung in Suwon, also cannot use the people's livelihood recovery consumption coupons.
In response to the news that consumption coupons cannot be used at Sungsimdang, comments came in, such as 'Considering the sales, it's strange to expect that at all,' 'Most of the customers are from outside, so it wouldn't have mattered even if it qualified,' and 'It seems that's the case because it's such a popular nationwide bakery.'
The people's livelihood recovery consumption coupon is a subsidy in which the government provides 150,000 won per person to alleviate price burdens and expand sales for small business owners and self-employed individuals. Depending on income level and region, up to 550,000 won is provided. According to the Ministry of Interior and Safety, one week after the application for consumption coupons began (from the 21st to the 27th), 39.67 million people, which is 78.4% of the expected recipients, applied, and a total of 7.12 trillion won has been provided.