Hwangnam Bread, a famed specialty from Gyeongju, was presented by President Lee Jae Myung to Chinese President Xi Jinping and the Chinese delegation as a gesture of welcome. After reports that Xi personally expressed his appreciation, saying he “enjoyed it very much,” demand for the pastry has surged nationwide, sparking a buying frenzy among Korean consumers. (Yonhap)
GYEONGJU, Nov. 4 (Korea Bizwire) — Following its star turn at the Asia-Pacific Economic Cooperation (APEC) summit in Gyeongju, demand for the city’s famed Hwangnam Bbang (Hwangnam bread) has soared — along with a wave of online scams and price gouging.
The pastry, gifted by President Lee Jae Myung to Chinese President Xi Jinping during the summit, became a viral sensation after Xi reportedly praised it as “delicious.” Since then, long lines have formed outside the original Hwangnam Bakery near Cheonmachong, with some customers waiting up to three hours to buy the coveted souvenir.
But the sudden popularity has also fueled exploitation. The bakery warned on its website Monday that resellers are selling Hwangnam Bread online at inflated prices, while others are passing off imitations as the real thing. “We urge customers to order only through our official website,” the notice read.
On November 1, citizens carry boxes of Hwangnam Bread purchased from the bakery’s main branch in Gyeongju, an official sponsor of the 2025 Asia-Pacific Economic Cooperation (APEC) Summit. The bread drew attention after Chinese President Xi Jinping, who received it as a gift from President Lee Jae Myung during the summit, reportedly expressed his appreciation, saying he “enjoyed it very much.” (Yonhap)
A bakery spokesperson said the company has filed takedown requests against fraudulent listings, but many continue to reappear. “We posted the notice to protect consumers from being misled,” the representative said.
Hwangnam Bread, which received approval from the Ministry of Foreign Affairs to be included among official APEC gifts, has been a local specialty of Gyeongju since 1939. The bakery emphasized that it uses only premium ingredients and remains the original creator, despite the proliferation of similar products in the market.
On November 1, citizens carry boxes of Hwangnam Bread purchased from the bakery’s main branch in Gyeongju, an official sponsor of the 2025 Asia-Pacific Economic Cooperation (APEC) Summit. The bread drew attention after Chinese President Xi Jinping, who received it as a gift from President Lee Jae Myung during the summit, reportedly expressed his appreciation, saying he “enjoyed it very much.” (Yonhap)
Lina Jang (linajang@koreabizwire.com)
