Starfield Develops 'Haruhan-kki' Lunchbox with Hanam Sinjang Market

Starfield Enters 4th Year Since Opening, Establishing a Practical Win-Win Model
Thorough Analysis of Market and Regional Characteristics, Customized Win-Win for Each Traditional Market
Hanam Sinjang Market Merchants Develop New Menu Lunchboxes with Star Chef Choi Hyun-seok

On the 15th, a lunchbox tasting event called "Haruhan-kki" at Sinjang Market, part of the "Starfield Hanam Regional Win-Win Project," was held at Hanam Sinjang Market. Lim Young-rok, CEO of Shinsegae Property (first from the left on the second row), Kim Sang-ho, Mayor of Hanam, Chef Choi Hyun-seok, merchants of Sinjang Market, and other related personnel are taking a commemorative photo.

[Asia Economy Reporter Lim Hye-seon] Shinsegae Starfield's local coexistence activities are gaining attention. Starfield, which first opened in Hanam in 2016, has been continuously carrying out coexistence activities to contribute to the revitalization of traditional markets.

Shinsegae Property, which operates Starfield, announced on the 16th, "We have thoroughly analyzed the current situation of traditional markets by region, communicated with traditional market merchants for a long time, and established an innovative coexistence model that provides consulting according to regional characteristics as well as practical support." The first result is the new signature menu of Hanam Sinjang Market, the 'Haru Han-kki' lunchbox, developed together with Starfield Hanam, the traditional market, and experts. Starfield analyzed that while Sinjang Market has modernized facilities, it lacks content to support them, so they discussed with merchants and recruited expert chef Choi Hyun-seok to help develop the new lunchbox menu.

The completed lunchbox consists of Sinjang Market's unique side dishes such as savory pork cutlet, mala fish cake stir-fry, chili tofu sweet and sour, and black bean sauce dumplings. Each side dish is offered in small portions, allowing customers, including single-person households, to try a variety without burden. All ingredients used are sourced from food materials sold at Sinjang Market.

Additionally, to allow vulnerable groups in the district to also enjoy the 'Haru Han-kki' lunchbox, Starfield plans to contribute to actual sales by directly purchasing lunchboxes with Onnuri gift certificates worth 50 million KRW. The purchased lunchboxes will be donated to food banks and delivered to socially vulnerable groups until December to help solve food insecurity issues.

Next month, Deokpung Market, one of Hanam’s representative traditional markets along with Sinjang Market, will be reborn with a new look. Starfield Hanam preserved the unique character of Deokpung Market’s five-day market while modernizing the environment, and started branding it as ‘Hanam Deokpung 5-Day Market,’ providing comprehensive support from tent design development to space consulting and construction.

Moreover, Starfield Anseong, which opened on the 7th, has introduced the 'Anseong Matchum Market' on the first floor with high foot traffic, selling Anseong city’s agricultural specialties. The 'Anseong Matchum Market' offers a variety of local specialties such as rice, fruits, and Korean beef, as well as 'meal kit products' that can be eaten immediately at restaurants. The response has been positive.

CEO Lim Young-rok said, "Starfield is considering what kind of help is truly needed by traditional markets and small business owners and is engaging in practical support activities." He added, "The 'Haru Han-kki' lunchbox from Hanam Sinjang Market not only promotes the excellence of traditional market food but also serves as a hearty meal that single-person households or busy modern families can easily enjoy, showing sufficient market potential." He continued, "Starting with this lunchbox development, we will continue to create a virtuous cycle of coexistence that brings real benefits to the local community by carefully analyzing regional characteristics and market competitiveness."

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