Daejeon's famous Sungsimdang has launched a new business linking local agriculture and tourism. On the 1st, Sungsimdang signed a ‘Business Agreement for Landscape Creation of Daejeon Wheat Fields and 6th Industrialization of Local Agriculture’ with the Daejeon City Agricultural Technology Center, and plans to showcase bread made from wheat grown directly in Daejeon.
Sungsimdang created a wheat field on approximately 7,000 pyeong of its land located in Kyochon-dong, Yuseong-gu, and sowed ‘Golden Egg’, a domestic wheat variety. Daejeon City Agricultural Technology Center is helping Sungsimdang with this project by providing generous support from wheat variety selection to cultivation technology support.
The harvested wheat will be reborn into Sungsimdang's unique bread starting next year. Bread made from wheat produced in Daejeon is expected to establish itself as a new food using local specialties and provide a special experience to tourists visiting Daejeon.
Sungsimdang plans to use the wheat field as a local tourism resource beyond just a production space. The ambition is to provide enjoyment to visitors by operating wheat field experience programs and holding wheat field festivals, and to create one more reason to visit Daejeon.
Lee Hyo-sook, director of the Daejeon Agricultural Technology Center, said, “Through this agreement, we expect to strengthen the competitiveness of local agriculture by converging agriculture, food, tourism, and culture, and contribute to fostering the domestic wheat industry and revitalizing local tourism.”
This attempt by Sungsimdang is expected to have a positive impact on the local community beyond a simple corporate marketing strategy. It is expected to create synergy effects in various aspects, such as revitalizing local agriculture, attracting tourists, and revitalizing the local economy.
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