bhc Opens Premium Jokbal Brand 'Jokbalsanghoe'

[Asia Economy Reporter Choi Saeng-hye] bhc has launched a premium jokbal (pig's trotters) brand called ‘Jokbal Sanghoe’.

Jokbal Sanghoe opened its first store, ‘Yeoksam Branch,’ on the 25th in Yeoksam-dong, Gangnam-gu, Seoul. The most distinctive feature of Jokbal Sanghoe is that it offers a new yet top-quality taste while boasting a differentiated, high-end interior.

The ambitious new concept menus introduced by Jokbal Sanghoe are ‘Macho Jokbal’ and ‘Ppuring Jokbal.’ These menus focus on targeting office workers and the 2030 generation with the concept of ‘tradition and newtro.’

Operated as a directly managed store, Jokbal Sanghoe Yeoksam Branch has a total area of approximately 230㎡ and 124 seats. The space is designed with a sophisticated, modern, and elegant style. Using the latest interior trends, wood tones, and subtle lighting suited to young sensibilities, it is decorated as a high-end restaurant rather than a typical jokbal restaurant, successfully achieving differentiation.

Jokbal Sanghoe is a brand launched by bhc, a comprehensive dining company in growth, consolidating its core competencies and know-how. To ensure the successful market entry of Jokbal Sanghoe, bhc conducted thorough consumer research and market testing. The bhc research institute aimed to develop flavors combining traditional taste with the latest trends and developed prototypes after about a year of research. Then, over the past six months, they analyzed consumer responses from on-site tests and reflected these in the product, putting great effort into menu development.

The signature menu, Macho Jokbal, is made with front legs containing an appropriate amount of fat, prepared with traditional methods and great care. It is characterized by its tender texture and chewy skin.

Targeting the 2030 generation, Ppuring Jokbal is traditional jokbal with a soft texture and chewy skin sprinkled with sweet and tangy Ppuring seasoning. It is a newtro concept jokbal eaten by dipping it in Ppuring sauce. This offers a unique taste different from the traditional way of eating with salted shrimp sauce.

‘Spicy Jokbal’ features traditional jokbal coated with fiery spicy seasoning and a smoky flavor, offering a new yet deliciously spicy taste. ‘Half & Half Jokbal’ is a value menu that allows customers to enjoy both Macho Jokbal and Spicy Jokbal together.

‘Jokbal Sanghoe Yeoksam Branch’ also introduced lunch menus for nearby office workers. The menu includes representative Korean soups and stews such as fish soup kalguksu (knife-cut noodles), beef soup rice, yukgaejang (spicy beef soup), bone hangover soup, and pork kimchi stew. In particular, fish soup kalguksu, made with fresh freshwater fish broth and chive noodles, offers a spicy and refreshing taste and has been an early favorite among consumers.

Song Yeon-woo, head of bhc’s Direct Management CS Division, stated, “Jokbal Sanghoe is a brand that consolidates core know-how across all areas, including product development, logistics systems, production management, sourcing, and store operations, from bhc’s various dining brands. Based on this, we plan to provide the best taste, quality, and service to enhance customer satisfaction and nurture it into an industry-leading brand.”

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