Hatban Character 'Ssalali' Released

[Asia Economy Reporter Choi Saeng-hye] CJ CheilJedang is launching the Hetbahn characters and carrying out various marketing activities to create a closer connection with consumers.

On the 14th, CJ CheilJedang announced that it developed eight ‘Ssalal-i Family’ characters inspired by rice and grains, and will operate a character pop-up store, release new products featuring the characters, and hold online special exhibitions. The strategy aims to enhance brand familiarity and loyalty while expanding the Hetbahn fandom.

To this end, CJ CheilJedang will operate the ‘Ssalal-i Family Pop-up Store’ at its HMR flagship stores ‘CJ The Market’ Ssangnim branch and Yeouido branch until the 30th of next month. The pop-up store is designed to announce the birth of the Hetbahn characters and increase brand friendliness among consumers. The store is decorated with characters throughout, and a character photo zone is also set up. An introduction video of the characters was produced and is screened inside the pop-up store, as well as uploaded on Hetbahn’s Instagram and CJ CheilJedang’s YouTube and other social network services.

Hetbahn premium products using the Ssalal-i Family characters will also be newly launched. The ‘Hetbahn Organic Rice (130gX3 packs, 4,480 KRW)’ is made with 100% organic rice, offering a safer and more reliable meal. To celebrate the product launch, a ‘Hetbahn Toy Box’ containing a children’s spoon set and character stickers will be given as a gift with purchase. From the 18th to the 5th of next month, an online special exhibition commemorating the birth of the Ssalal-i characters will also be held at the online food specialty mall ‘CJ The Market.’

The Ssalal-i Family characters are personifications of white rice and various familiar grains. ‘Ssalal-i’ represents white rice, ‘Brownie’ is brown rice, ‘Kami’ is black rice, ‘Kingkong’ is black beans, ‘Gigi’ and ‘Jojo’ are millet and sorghum, ‘Ppori’ is barley, and ‘Ppippi’ is chickpeas. CJ CheilJedang plans to expand the use of these characters beyond dolls, phone pop sockets, and stickers to stationery products, and will also release KakaoTalk emoticons on the 25th.

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