CJ CheilJedang Leads 'Dining-Out Style Menu' Trend with New Hetbahn Cupbap Product

Launch of 3 New Products Preferred by 2030 and MZ Generation

[Asia Economy Reporter Lee Seon-ae] CJ CheilJedang has taken the lead in the trend of 'restaurant-style menu' in the cup rice market by introducing new Hetbahn Cupbap products preferred by young consumers such as those in their 20s and 30s and the MZ generation.

On the 13th, CJ CheilJedang announced the launch of three new types of rice bowl dishes: 'Hetbahn Cupbap Tuna Mayo Rice Bowl,' 'Hetbahn Cupbap Soy Sauce Egg Rice Bowl,' and 'Hetbahn Cupbap Spam Kimchi Rice Bowl.'

This move comes as the popular menu in the cup rice market is expanding from traditional home-style dishes like beef bone soup and gukbap to a variety of 'restaurant-style menus.' In fact, representative restaurant-style Hetbahn Cupbap menus such as Spam Mayo Rice Bowl, Chicken Mayo Rice Bowl, and Butter Jangjorim Bibimbap accounted for nearly half of Hetbahn Cupbap sales last year, establishing themselves as key products driving Hetbahn Cupbap's growth. Accordingly, CJ CheilJedang plans to expand its 'restaurant-style menu' lineup through new product launches tailored to increasingly segmented and diversified consumer tastes and preferences.

The three new products were planned reflecting this trend. Hetbahn Cupbap Tuna Mayo Rice Bowl features a savory tuna combined with a special mayo sauce that complements the tuna, offering a mild flavor. Hetbahn Cupbap Soy Sauce Egg Rice Bowl includes a whole egg and a special soy sauce that provides an exquisite umami taste. Hetbahn Cupbap Spam Kimchi Rice Bowl allows consumers to conveniently enjoy the 'fantastic combination' of Spam and well-fermented domestic kimchi.

With the launch of these products, Hetbahn Cupbap now offers a total of 25 varieties, including 17 types of rice bowls and 8 types of gukbap. A CJ CheilJedang official stated, "Hetbahn Cupbap enables a 'One-meal Solution,' allowing people to easily enjoy various menus anytime and anywhere, becoming an essential item for households," adding, "We will continue to introduce products that consumers want and lead the trend in the cup rice market."

Meanwhile, since its launch in April 2015, Hetbahn Cupbap has established itself as a mega brand with annual sales in the 100 billion KRW range by offering a diverse lineup from home-style menus to popular restaurant dishes. As of November last year, it holds over 60% market share on a cumulative basis and is loved as a 'national brand.'

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