"Retro Sentiment Hits"... Shinsegae Food Expands Sales Channels Amid Popularity of Olban Old-Fashioned Chicken

Nostalgia for the 'Old Days' Amid Prolonged Recession... Olban Old-Fashioned Fried Chicken Sales Up 37% in One Month
Available via Dawn Delivery on SSG.com, Coupang, Market Kurly... Also at E-Mart and Traders
Plans to Expand Lineup with 'Spicy Pepper' and 'Garlic Soy Sauce' Flavors in First Half of the Year

[Asia Economy Reporter Lee Seon-ae] Shinsegae Food has expanded its sales channels for the air fryer-exclusive ready-to-eat meal "Olban Yetnal Tongdak," launched last November with a newtro concept, thanks to increased sales.

According to Shinsegae Food on the 14th, sales of "Olban Yetnal Tongdak" in December last year increased by 37% compared to the previous month. In particular, during three home shopping broadcasts held between November and December last year, each episode sold out completely, achieving sales of over 10,000 units solely through home shopping. Additionally, since January, daily sales have more than tripled compared to the previous month, showing a strong growth trend. Shinsegae Food analyzed that this sales increase is due to the product’s taste and concept perfectly matching the needs of not only middle-aged consumers seeking comfort in nostalgic flavors amid prolonged recession caused by COVID-19 but also millennials curious about newtro products that reinterpret old things with the latest trends.

Moreover, the ease of ordering "Olban Yetnal Tongdak" online through online communities such as mom cafes, the convenience of cooking it with an air fryer, and the advantage of enjoying two whole chickens at an affordable price of around 10,000 won have been recognized, leading to a high repurchase rate, which is also cited as one of the reasons for the sales increase.

Riding on this strong sales performance, Shinsegae Food expanded the sales method of "Olban Yetnal Tongdak" to early morning delivery on online malls such as SSG.com, Market Kurly, and Coupang starting from the 7th. Furthermore, from the 14th, it will sequentially begin selling "Olban Yetnal Tongdak" through offline channels such as Traders and E-Mart. The price is 10,980 won for two chickens (based on E-Mart Traders).

Along with this, Shinsegae Food plans to expand the lineup by launching new flavors of "Olban Yetnal Tongdak," such as "Spicy Pepper" and "Garlic Soy Sauce," in the first half of the year.

A Shinsegae Food official said, "The popularity of 'Olban Yetnal Tongdak,' which evokes nostalgic emotions to relieve depression and fatigue caused by the prolonged COVID-19 pandemic and economic downturn, is increasing," adding, "We plan to expand related marketing promotions to introduce 'Olban Yetnal Tongdak' to more consumers."

Meanwhile, Shinsegae Food’s "Olban Yetnal Tongdak" features a whole carefully selected domestic chilled chicken that goes through a brining process developed in-house by Shinsegae Food, then is fried whole in clean oil and baked once more at high temperature to achieve a crispy exterior and moist interior texture. It is convenient to prepare by cooking it in a preheated air fryer at 180 degrees Celsius for 20 minutes, allowing you to enjoy crispy whole chicken as if freshly fried.

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