The photodynamics of 3-hydroxychromone in its first-excited singlet electronic state (bright state of ππ* character) is investigated with special emphasis given to two types of reaction pathways: the excited-state intramolecular-proton-transfer coordinate and the hydrogen-torsion coordinate linking the excited cis and trans isomers. A newly-found conical intersection with the second-excited singlet electronic state (dark state of nπ* character) is suspected to be, to some extent, the reason for the slower rate constant. This hypothesis based on quantum-chemistry calculations is supported by quantum-dynamics simulations in full dimensionality. They show significant transfer of electronic population and provide consistently a vibronic interpretation for the forbidden band in the UV absorption spectrum.