"I'll go with you for 20,000 won": Priority pass for pregnant women at Sungshimdang abused
Creatrip Team
2 months ago
A Daejeon bakery, Sungshimdang, is facing controversy after its priority purchase system for pregnant women was exploited for cash. The store offered a 5% discount and a 'free pass' allowing pregnant customers to skip queues, but people began trading access—posting online to pay pregnant women 20,000–30,000 won to accompany them or offering to pose as pregnant. In response, Sungshimdang strengthened identity checks (requiring ID and pregnancy certificates) after finding visitors misusing the badge system. The problem intensified as the bakery's seasonal strawberry cake 'Strawberry Siru' (딸기 시루) drew huge crowds; sales are limited to one per person at 49,000 won, with long waits up to six hours. Resellers and purchase agents listing the cake for two to three times the retail price appeared on secondhand platforms. Sungshimdang warned against unauthorized purchase agents and resale due to hygiene and damage risks and reiterated restrictions to curb abuse.
