Tourism in Korea was once defined by grand scale: ancient palaces in the capital, pristine coastal views in Jeju and sweeping peaks in national parks. But an ambitious nationwide project reveals a fundamental shift in how people choose to travel — placing humble local bakeries and affordable eateries above conventional sightseeing. The Ministry of Culture, Sports and Tourism, in collaboration with the Korea Tourism Organization, unveiled Wednesday the results of its “100x100 Project.” Designed to bypass traditional, institutional tourism curation, the campaign invited 100 travel writers and journalists to nominate thousands of hidden gems across 100 distinct themes. Over 40,000 citizens then cast more than 1.5 million votes to select the country’s top travel destinations. The clear standout of the national vote was Sungsimdang, a historic bakery nestled in the central city of Daejeon. Ranked as the top individual venue across a single category, the bakery outperformed world-class museums and imperial palaces. Its rise underscores a growing trend: Modern travelers are increasing