Lee Hae-rin is a City Desk reporter at The Korea Times, covering social issues, tourism and taekwondo. She is passionate about speaking up for the rights of minorities, including women, LGBTQ+, people with disabilities and animals as well as discovering the latest makgeolli trend in town. Feel free to reach her at lhr@koreatimes.co.kr.
Cheonan stakes its claim as Korea’s bread capital
Visitors view bread and pastries made by local artisanal bakeries in Cheonan, South Chungcheong Province, during the 2025 Bbangbbang Day Festival in Cheonan, Saturday. Courtesy of Cheonan Metropolitan Government
By Lee Hae-rin
With the scent of freshly baked bread wafting through the air, more than 290,000 visitors descended on Cheonan for the 2025 Bbangbbang Day Festival, a celebration of the city’s growing reputation as Korea’s “bread capital” and its emergence as a center of artisan baking.
Held Saturday and Sunday in Cheonan, South Chungcheong Province, the festival blended bakery culture, interactive workshops and lock tourism. This year, officials focused on collaboration — spotlighting Cheonan's commitment to using local produce in healthy breads and linking the community across farmers, bakeries and regional businesses.
In Korean, the word for bread often includes pastries and other baked goods. Cheonan earned its title as Korea’s city of bread after becoming the birthplace of hodu gwaja, or walnut pastries, first made there in 1934 using locally grown walnuts. Over time, the city developed one of the country’s most vibrant baking cultures, boasting the third-highest number of bakeries outside metropolitan areas and hosting Bbangbbang Day festival to celebrate its legacy.
During the festival, 51 neighborhood bakeries offered signature treats from walnut pastries and tarts to inventive rice-based loaves, with many shops selling out their stock. Expanded markets, hands-on workshops and creative exhibitions drew visitors to all ages, especially families eager to experience unique baked goods.
Cheonan Sports Complex crowds with locals and visitors during the 2025 Bbangbbang Day Festival in Cheonan, South Chungcheong Province, Sunday. Courtesy of Cheonan Metropolitan Government
The event featured price labeling to enhance transparency and special discounts to boost value for costumers. Major companies like Namyang Dairy and Nongshim participated, providing giveaways and local product tastings, while the agricultural market promoted local produce.
The festival's exhibition zone showcased edible art using Cheonan’s famed walnuts, pears and grapes. Music and performances, from K-pop to a children’s show and drone light displays, kept the lively atmosphere going into the night.
"Bbangbbang Day brings together innovators across Cheonan's food scene, and it’s become a signature moment for our local economy and culture," said acting Mayor Kim Seok-pil, "We hope even more people will discover Cheonan’s flavor and heart through its bread."