CU Partners with Bangguseok Research Institute to Conduct '2021 Meokjalal Proficiency Test'

[Asia Economy Reporter Seungjin Lee] CU announced on the 23rd that it will collaborate with the participatory content platform ‘Banggu-seok Research Lab’ to conduct the ‘2021 Mukjalal (People Who Know Food Well) Proficiency Test.’

Banggu-seok Research Lab is a platform that analyzes participants’ responses to provide personality and behavior test results, offering content that resonates with the MZ generation, including those in their teens and twenties, and encouraging voluntary sharing on social networking services (SNS).

Recently, a dating and psychology-related content released by Banggu-seok Research Lab went viral, with over 800,000 participants (shared more than 100,000 times). Reflecting this trend, CU will present the Mukjalal Proficiency Test through its membership application Pocket CU and the Banggu-seok Research Lab webpage until the end of next month.

The Mukjalal Proficiency Test conducted by CU is a convenience store version of customer participatory content, where participants solve food-related questions and earn scores to receive Mukbushim (Food Pride) titles classified into five ranks: ‘Mukbushin (God of Eating),’ ‘Jjeopjjeop Doctor,’ ‘Trend Mukter,’ ‘Mukrini (Food Rookie),’ and ‘Musikyokja (No Appetite).’

The Mukjalal Proficiency Test consists of 16 questions, four each in the categories of ‘Trend,’ ‘Ingredients,’ ‘Convenience Store,’ and ‘Food Observation.’ The ranking among all participants is determined by combining the time taken to solve the problems and the number of correct answers, allowing participants to compete with acquaintances.

The questions range from simple ones like “What is the name of the dessert that caused the waffle maker craze this year?” and “What is the name of the dark beer that beer enthusiast Seo Ji-hye found at the convenience store?” to more difficult ones such as “Which part of the cow is the sirloin used in sirloin Jjapaguri?”

An event will also be held for participants who complete the Mukjalal Proficiency Test. By playing a roulette game on Pocket CU through the roulette image on the test result screen, participants can randomly win CU points (up to 200,000 points) and 50% discount coupons for two popular CU products (Chewy Macaron and Giant Tteokbokki) through a draw.

Yeon Jeong-wook, Marketing Team Leader at BGF Retail, said, “We wanted to combine participatory content centered on consumers, such as the MBTI test and trend proficiency tests that gained popularity on SNS this year, with convenience stores to provide a unique experience.” He added, “CU will continue to conduct various marketing formats reflecting social trends to offer differentiated experiences and benefits to customers.”

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