SEOUL, South Korea: Inspired by South Korea’s vibrant café culture and the rising popularity of bakery-themed events, “bread pilgrimages” have become one of the latest travel trends. Today, South Koreans are eager to journey in search of the perfect loaf, visiting renowned bakeries and bread festivals across the country. The phenomenon gained further momentum after actor Beomjun Seo embarked on a bread pilgrimage on the entertainment programme “I Live Alone,” inspiring viewers to explore famous bakeries. Reflecting this growing appetite for bakery tourism, digital travel platform Agoda has revealed the top domestic “bread pilgrimage” destinations for travellers to explore in the second half of the year.
Based on accommodation searches made by South Korean travellers between 1 January and 15 June this year, Goyang recorded the largest increase in travel interest among destinations hosting upcoming bakery-related events. Daejeon, Jeongseon, Suwon, and Seoul followed, rounding out the top five destinations for bakery tourism.
Goyang topped the list with a 22% increase in accommodation searches, likely driven by the “2026 Café & Bakery Fair Season 2,” taking place from 29 October to 1 November. The event showcases not only coffee, desserts, and bakery products but also coffee equipment, packaging solutions, and industry trends. Season 1, held from 4–7 June, attracted over 200 brands and an estimated 30,000 to 40,000 visitors.
Ranking second, Daejeon saw an 18% rise in accommodation searches. Long regarded as one of South Korea’s iconic “bread pilgrimage” destinations thanks to the legendary bakery Sungsimdang, the city continues to strengthen its reputation with unique local experiences such as the “Bread Taxi,” where taxi driver Seongwoo Ahn offers exclusive tours of the best bakeries in the city. Interest is also expected to grow with two major upcoming events: “Bbangbbangrun 2026” on 9–10 October and the “2026 Daejeon Bread Festival” on 17–18 October.
Jeongseon ranked third with a 17% increase in accommodation searches, likely driven by the “Bread Trail Run 2026” on 12–13 September. Launched last year, the event combines running with a bakery experience, featuring refreshment checkpoints where participants can enjoy treats including bread, beverages, snacks, ice cream, and chocolate. Beyond the race, participants can take part in activities such as a running clinic led by a national team athlete, warm-up sessions, and photo zones.
Suwon placed fourth, with searches rising by 15%. The increase is probably linked to the “Korea Coffee & Dessert Festival Season 2,” scheduled for 11–13 December. As Suwon’s only exhibition dedicated solely to coffee and desserts, the festival brings together coffee enthusiasts, home baristas, and bakery lovers to discover the latest dessert trends.
Rounding out the top five, Seoul experienced an 11% increase in accommodation searches, likely due to the “2026 Café & Bakery Fair Season 2,” taking place from 27–30 August. The capital also hosted Season 1 earlier this year, from 25–28 February, reaffirming its status as one of the country’s leading destinations for bakery aficionados and café culture.
Alex Park, Country Director for South Korea at Agoda, commented: “Food has always played a vital role in the travel experience, and we’re seeing more opportunities for travellers to plan trips around discovering the best bakeries, with bread now evolving from a simple treat into a destination and experience in its own right. From iconic bakeries to bread festivals, Agoda is delighted to help travellers explore local culture through food while making it easy to find great-value accommodation for every journey.”
With over 130,000 flight routes, more than six million holiday properties, and over 300,000 activities, Agoda ensures bread enthusiasts can seamlessly combine their bookings on one convenient platform throughout their trip. Discover the best deals on Agoda’s mobile app and visit Agoda.com to plan the perfect summer getaway.-pr/BNN
