Daesang Cheongjeongwon Launches New HMR Brand 'Yasigiya (夜)'

Introducing 4 Types of 'Frozen Chicken' to Enjoy Easily at Home

[Asia Economy Reporter Lee Seon-ae] Daesang Cheongjeongwon has launched a new home meal replacement (HMR) brand representing the late-night snack category, 'Yasigiya (夜),' in addition to its existing anju (side dish) category, aiming to newly establish the late-night snack HMR market. The strategy is to pioneer and dominate the market with Cheongjeongwon's seasoning technology and trend-reflecting concepts.

According to Daesang on the 23rd, the newly introduced 'Yasigiya (夜)' directly mentions the late-night snack category to signify its representativeness, using the character ‘Ya (夜)’ meaning night, aligning with the existing anju HMR brand ‘Anjuya (夜).’ It allows consumers to easily and deliciously enjoy chicken, which was usually eaten at restaurants or ordered for delivery, at home. It is expected to be popular among the younger generation who often use late-night snacks to change their mood and relieve stress.

The products come in four types that realize the quality and taste preferred by consumers: ▲Cheese Seasoning Sprinkled Chicken ▲Chicken with Plenty of Chili ▲Crispy Fried Chicken ▲Spicy Chicken. A major feature is that they can be easily cooked using an air fryer, which has been rapidly spreading in households recently. Compared to delivery food, they offer the advantages of clean post-meal cleanup and shorter waiting times, targeting consumers with portions perfect for 1-2 people.

'Cheese Seasoning Sprinkled Chicken (420g)' uses domestic chicken and cheese yogurt seasoning as main ingredients, harmonizing the sweet and salty cheese & yogurt seasoning with crispy fried coating. The seasoning (20g), developed using Cheongjeongwon's seasoning material technology, is provided separately. 'Chicken with Plenty of Chili (400g),' made with domestic chicken as the main ingredient, features a sharp and clean spicy taste from Cheongyang chili peppers. 'Crispy Fried Chicken (400g)' offers the original fried chicken taste with crispy batter and rich chicken thigh juice, delivering a mild and savory flavor. To replicate the franchise chicken’s wave-pattern crust, a crust process was developed to achieve a professional-level appearance and texture. 'Spicy Chicken (400g),' flavored with gochujang and garlic, features a fiery and addictive spicy taste using a secret gochujang sauce.

All products are fried using a 'secret frying powder' made to achieve a freshly fried crispy texture, allowing consumers to enjoy an even crispier and nuttier texture. Particularly, 'Chicken with Plenty of Chili' and 'Spicy Chicken' apply air fryer crispy booster materials to realize optimal crispiness. The cooking method is simple; just cook in an air fryer for 10-15 minutes for easy completion.

A Daesang Cheongjeongwon official said, "In the chilly weather when late-night snacks naturally come to mind, we launched the new late-night snack brand 'Yasigiya (夜)' so that chicken dishes usually eaten out can be conveniently enjoyed at home." He added, "Since the products are introduced with various flavors and optimal crispy textures, we hope consumers can easily cook and enjoy delicious chicken of their desired taste at home late at night when they crave late-night snacks."

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