Bread festivals turn South Korea into a bakery tourism destination - Get updated on what's happening in tourism!

South Korea’s thriving café culture is giving rise to a new form of culinary tourism. So-called “bread pilgrimages”, in which travellers seek out renowned bakeries, speciality breads and bakery festivals, are becoming an increasingly visible part of the domestic travel market.

An analysis by Agoda identifies Goyang, Daejeon, Jeongseon, Suwon and Seoul as the five destinations showing the strongest growth in accommodation searches in connection with upcoming bakery and dessert events. The ranking is based on searches by South Korean travellers between January 1 and June 15, 2026.

The trend has also gained attention through popular culture. Actor Beomjun Seo recently embarked on a bakery-focused trip on the television entertainment show “I Live Alone”, helping to bring the idea of travelling specifically for bread to a wider audience.

Goyang records 22 percent increase in searches

Goyang leads Agoda’s ranking with a 22 percent rise in accommodation searches. One factor is expected to be the 2026 Cafe & Bakery Fair Season 2, scheduled from October 29 to November 1.

The event covers coffee, desserts and bakery products as well as equipment, packaging and other services for the industry. The first edition of the fair, held from June 4 to 7, brought together more than 200 brands and attracted an estimated 30,000 to 40,000 visitors.

Daejeon builds on its reputation as a bread city

Daejeon follows with an 18 percent increase in accommodation searches. The city has long been associated with bakery tourism, largely due to Sungsimdang, one of South Korea’s best-known bakeries.

The local bread culture has also produced more unusual tourism experiences. Taxi driver Seongwoo Ahn, for example, offers a “Bread Taxi” taking visitors on tours of notable bakeries around the city.

Two major events are scheduled for October. Bbangbbangrun 2026 in Daejeon will take place on October 9 and 10, followed by the 2026 Daejeon Bread Festival on October 17 and 18.

Jeongseon combines running with bakery tourism

Jeongseon ranks third, with accommodation searches up 17 percent. The destination will host Bread Trail Run 2026 on September 12 and 13.

First staged in 2025, the event combines a running competition with food experiences. Refreshment stations along the route offer participants bread, drinks, snacks, ice cream and chocolate.

The programme also includes a running clinic led by a national team athlete, organised warm-up sessions and dedicated photo areas, turning the event into a combination of sport, food and short-break tourism.

Suwon and Seoul attract café and dessert enthusiasts

Suwon takes fourth place with a 15 percent increase in accommodation searches. The Korea Coffee & Dessert Festival Season 2, scheduled from December 11 to 13, is expected to draw coffee enthusiasts, home baristas and bakery fans to the city.

Seoul completes the top five with an 11 percent increase. The capital will host the 2026 Cafe & Bakery Fair Season 2 from August 27 to 30, following an earlier edition held from February 25 to 28.

The events add to Seoul’s already extensive café and bakery scene and underline the growing role of speciality food as a reason for domestic travel.

Bread becomes a reason to travel

“Food has always been an important part of the travel experience, and we're seeing more opportunities for travelers who want to plan trips around finding the best bakeries, with bread evolving from a simple dessert into a destination and experience in itself,” says Alex Park, Country Director, South Korea at Agoda.

The figures point to a broader development in culinary tourism. Rather than treating food simply as part of a trip, some travellers are increasingly making a particular dish, bakery or food festival the reason for travelling in the first place. In South Korea, the combination of an established café culture, prominent local bakeries and a growing calendar of dedicated events is now turning bread into a tourism attraction in its own right.

Image Credit: © AI generated illustration