Daesang Cheongjeongwon 'Anjuya (夜)' Enters Room Temperature Market... Introduces 6 Varieties Including Kkepdegi and Odolppyeo

[Asia Economy Reporter Lee Seon-ae] Daesang Cheongjeongwon announced on the 6th that it is entering the ambient anju (drinking side dish) home meal replacement (HMR) market. Leveraging the brand ‘Anjuya (夜)’, which opened the door to the frozen anju HMR market and has consistently led the market, the company plans to lead change and innovation as a leading anju HMR brand by launching the ambient anju HMR market.

The attack on the ambient anju HMR market is the new growth engine of Daesang Cheongjeongwon’s ‘Anjuya’. Recently, as more consumers are stockpiling food, the market for ambient HMR products that can be stored at room temperature for a long time is gaining renewed attention and growing significantly. Accordingly, Daesang Cheongjeongwon plans to expand consumer touchpoints for ‘Anjuya’ through various distribution channels such as large discount stores, convenience stores, and retail channels with ambient anju HMR products that are easier to store and cook than existing frozen anju HMR products.

The ambient ‘Anjuya’ is characterized by realizing high-quality anju based on Cheongjeongwon’s seasoning technology and its expertise as a specialized anju brand, along with its accumulated raw material processing and manufacturing know-how. Until now, ambient HMR products were generally perceived by consumers as inferior in quality compared to refrigerated or frozen HMR products. To overcome this stereotype, ambient ‘Anjuya’ focused on delivering the optimal taste for ambient anju. It eliminated off-flavors with carefully selected raw materials and ‘Anjuya’s unique raw material pre-processing know-how, and created a differentiated taste with the spicy and savory ‘Anjuya’ secret sauce. Notably, it can be stored at room temperature for 9 months without freezing or refrigeration, offering excellent convenience for storage and transportation.

The ambient ‘Anjuya (夜)’ lineup consists of six varieties: ‘Whole Garlic Assorted Gopchang’, ‘Spicy Pork Cartilage’, ‘Spicy Pork Skin’, ‘Soyang Pork Gopchang’, ‘Whole Garlic Pork Cartilage’, and ‘Whole Garlic Spicy Pork Skin’.

The ambient ‘Anjuya’ can be cooked by simply standing the pouch unopened in the microwave for 1 minute. It features a ‘steam release package’ that automatically vents steam generated during cooking, preventing the packaging from bursting or contents from spilling, making it convenient. If a microwave is not available, it can be enjoyed outdoors by placing the pouch in boiling water for 3 minutes, making it easy for campers to enjoy.

Daesang Cheongjeongwon plans to start by launching ‘Whole Garlic Assorted Gopchang’, ‘Spicy Pork Cartilage’, and ‘Spicy Pork Skin’ exclusively for convenience stores and retail stores, followed by sequential releases of ‘Soyang Pork Gopchang’, ‘Whole Garlic Pork Cartilage’, and ‘Whole Garlic Spicy Pork Skin’ in discount stores and SSMs.

Team Leader Kim Sun-hee said, “Entering the ambient anju HMR market will be a stepping stone for the explosive growth of ‘Anjuya (夜)’, which pioneered and led the frozen anju HMR market,” adding, “We expect to captivate consumers’ taste buds with differentiated flavors and textures that could not be experienced in existing ambient products.”

Meanwhile, ‘Anjuya’ is an anju-specialized HMR brand launched by Daesang Cheongjeongwon in 2016, the first in the food industry. It pioneered the frozen anju HMR market with Cheongjeongwon’s seasoning technology and product concepts that quickly reflected the trends of drinking alone and home drinking. Thanks to the success of ‘Anjuya’, which sold over 15 million units within two years of its launch, the frozen anju HMR market rapidly grew. According to market research firm Nielsen data, the frozen anju HMR market, which was only 19.6 billion KRW in 2016, recorded 96 billion KRW in 2018, growing nearly fivefold in two years, and reached 84 billion KRW last year.

This content was produced with the assistance of AI translation services.