Daesang Cheongjeongwon Anjuya Targets Room Temperature After Frozen

[Asia Economy Reporter Lee Seon-ae] Daesang Cheongjeongwon is launching an attack on the ambient temperature anju home meal replacement (HMR) market. Leveraging ‘Anjuya (夜)’, which opened 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 opening the ambient temperature anju HMR market.

Targeting the ambient temperature anju HMR market is a new growth engine for Anjuya. Recently, as more consumers stockpile food, ambient temperature HMR products that can be stored at room temperature for a long time are gaining renewed attention, and the market is 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 temperature anju HMR products that are easier to store and cook than existing frozen anju HMR products.

Ambient temperature Anjuya is characterized by realizing high-quality anju based on Cheongjeongwon’s seasoning technology and its expertise as an anju specialty brand, along with its accumulated raw material processing and manufacturing know-how. Until now, consumer evaluations generally considered ambient temperature HMR products to be inferior in quality compared to refrigerated or frozen HMR products. To overcome this stereotype, the company focused on delivering the optimal taste for ambient temperature anju. Selected raw materials were used, and Anjuya’s unique raw material pre-processing know-how was applied to eliminate unpleasant odors, while a spicy and savory secret sauce created a differentiated flavor. In particular, it can be stored at room temperature for 9 months without freezing or refrigeration, offering excellent convenience for storage and transportation.

Ambient temperature Anjuya consists of six varieties: ‘Whole Garlic Assorted Gopchang’, ‘Spicy Pork Jeyuk Odolbbyeo’, ‘Spicy Pork Skin’, ‘Soyang Pork Gopchang’, ‘Whole Garlic Jeyuk Odolbbyeo’, and ‘Whole Garlic Spicy Pork Skin’.

Kim Sun-hee, team leader in charge of Anjuya, said, “Entering the ambient temperature anju HMR market will be a stepping stone for the explosive growth of Anjuya, which pioneered and led the frozen anju HMR market. We expect to captivate consumers’ tastes with differentiated flavors and textures that could not be experienced in existing ambient temperature products.”

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