Bread distributed to participants at the 2026 JTBC Seoul Marathon on Sunday carried an expiration date of that same day, sparking controversy. [Captured from X]
Bread distributed to participants at the 2026 JTBC Seoul Marathon on Sunday carried an expiration date of that same day, sparking controversy. [Captured from X]

The sponsor of a cream bun handed out to finishers of the JTBC Seoul Marathon on Sunday has come forward to explain why the product carried a same-day expiration date — and the explanation quickly turned public opinion around.

The controversy began circulating on X and other social media platforms after participants noticed that the "Nutty Salt Chewy Cream Bun" made by Miruku Coffee, given to runners who completed the race, showed an expiration date of Sunday — the day of the marathon itself.

Some participants vented their frustration online. "This isn't a food bank donation — if you're going to run the event this shoddily, you shouldn't hold it at all," one person wrote. Another said the same-day expiration date "crossed a line."

As the backlash spread, Miruku Coffee posted a lengthy statement on its official social media account Monday saying the bun was "a high-quality product made without preservatives or additives" and that the expiration date had been set intentionally for safety reasons.

The company said it had developed the Nutty Salt Chewy Cream Bun with the sole aim of satisfying marathon participants. Because it could not produce 35,000 buns in a single day, it baked them daily in the days leading up to the event, then flash-froze them at minus 45 degrees Celsius or below for storage.

The company added that it had originally considered listing an expiration date in October 2027 while instructing participants to eat the bun on the day, but worried that some people might consume it much later. Citing food safety regulations requiring thawed products to be eaten within 24 hours, it set the expiration date as Sunday to discourage people from leaving the bun at room temperature and eating it later.

Miruku Coffee also said it delivered the products directly to the venue late Monday night — the night before the race — to preserve quality and freshness as long as possible. "We have CCTV footage covering the entire process from production to delivery on the day of the event, to prevent any further allegations or misunderstandings," the company said. "We are sorry for causing so much concern."

After the explanation, many participants rallied behind the company. "It was the best bread I've ever received at a marathon," one runner wrote. Others recalled enjoying the same bun at previous races and said they had taken photos of it because it was the first marathon snack they had found genuinely delicious. Several expressed sympathy that the sponsor had been drawn into the broader controversy surrounding the event's organization. "Thank you — it was the perfect post-race fuel," another participant wrote.

The JTBC Seoul Marathon has faced a wave of complaints since the event, covering issues ranging from litter along the course to traffic control. The full-marathon entry fee is 150,000 won ($112), while the 10-kilometer race costs 100,000 won.


betterj@heraldcorp.com