Season 3 of Daejeon Bread Truck National Tour promotes city brand at Suwon Wine Music Festival
Daejeon's "bread truck" tour, which had previously focused on university festivals, expanded its reach to a national cultural event to promote the city's "Fun City Daejeon" brand.
The city of Daejeon said Friday it ran the fourth stop of "Daejeon Bread Truck National Tour Season 3" — its flagship city brand promotion — at the Suwon Wine Music Festival, held at the Suwon Convention Center.
At the venue, organizers ran a series of online and offline events, including subscribing to Daejeon's official YouTube channel, following its Instagram account and adding its KakaoTalk channel. Participants completed simple missions that introduced them to the city's official online channels and its Kkumssi Family characters.
New to this fourth stop was a photo event called "Find the Bread Truck," designed to reflect the character of a festival setting. Because the venue made it difficult to operate both a promotional booth and the bread truck in the same space, the truck was placed in a separate area, and participants who took a photo with it received prizes.
Prizes included famous Daejeon breads, Kkumdori ramyun, Kkumdori konjac snacks and Kkumssi Family stickers. The locally themed products were used to spread awareness of Daejeon's appeal nationwide while also raising attention for Kkumssi Family co-branded products.
Kim Mi-gyeong, Daejeon's public relations officer, said the Daejeon Bread Truck National Tour is "a signature on-site promotion project that meets citizens across the country and introduces Daejeon in a friendly way," adding that the city would "continue to link up with various events to spread Daejeon's appeal widely and enhance the value of the city brand."
Meanwhile, Daejeon plans to continue Season 3 of the Daejeon Bread Truck National Tour at the League of Legends Mid-Season Invitational 2026 (MSI 2026), to be held at the Daejeon Convention Center (DCC) on July 11-12.
kwonhl@heraldcorp.com
