At Sungsimdang, a famous bakery in Daejeon, people flocked from early morning to buy the "plum roll," which is limited to 100 a day. An "open run" continued, with lines forming as early as three hours before the store opened.
On the 11th, visitors crowded into the Lotte Department Store Daejeon branch of Sungsimdang from the morning to buy the plum roll. Although the store opens at 11 a.m., a long line formed around the department store starting around 8:30 a.m. that day.
A wide range of people, from visitors coming from outside Daejeon to college students and office workers, lined up to buy the plum roll. One visitor posted online, noting, "The weather has warmed up, so I've been in line since 7," sharing the scene on site.
Another internet user wrote around 7:05 a.m., "There are about 15 more people around the corner," and asked, "I think I'm around 25th to 30th—Is this the line for the plum roll?" along with a photo from the scene.
Some said they gave up buying because of the long line. One internet user said, "It's only two subway stops to Lotte Department Store, but I think I'll give up today."
Sungsimdang will sell 100 plum rolls per day at the Lotte Department Store Daejeon branch from today through the 17th. The sale is part of the "Kkumssi Sanghoe pop-up store" run with Daejeon City. It was arranged to expand the sales channels of local corporations.
The plum roll is a summer dessert made with plums, plum compote, and milk cream. The price is 19,000 won.
A separate waiting registration system was also introduced for the limited sale. Sungsimdang advised, "To prevent customers from waiting for long periods in midsummer and to stop line cutting, we will temporarily use Tabling for the limited-quantity plum roll only."
Tabling registration is available from 9 a.m., and after applying to visit, customers are called in order starting at 10:30 a.m.
Online, reviews also poured in from visitors using Tabling. One internet user wrote, "My child said they wanted to eat it, so I came out at 7 a.m. and even did Tabling," adding, "What am I supposed to do until 11 a.m.?"
With daily sales capped at 100 and the sales period set for one week, consumers continued to flock to try the plum roll.