"Domestic Variety Superfood" Lotte Mart Exclusively Launches 'Daeyang Sprouted Oat Rice'

Exclusive Launch of 'Daeyang Sprouted Oat Rice' Cultivated and Sprouted in the Clean Area of Yeoncheon on the 26th
Part of the K-Variety Project, Sprouted 'Daeyang' Oats for a Soft Texture
Oats Selected as a Superfood by Time Magazine, Related Sales Up 76.2% in the Last 3 Months

[Asia Economy Reporter Yuri Kim] Lotte Mart announced on the 26th that it has exclusively launched the domestically bred oat variety 'Daeyang Sprouted Oat Rice,' cultivated in the clean area of the civilian control line in Yeoncheon, Gyeonggi Province, through a major retailer.

Oats, selected as one of the top 10 superfoods by Time magazine, are rich in protein, vitamins, beta-glucan, and essential amino acids compared to other grains, and are excellent for waste elimination, making them a popular health-related grain good for dieting. Lotte Mart's oat-related sales increased by 76.2% over the past three months (May 1 to July 22).

As consumption of oats increased, the domestic variety 'Daeyang' also gained attention. According to the Rural Development Administration, 'Daeyang' oats contain 12 to 17 times more of a compound called 'Avenanthramide C type (Avn-C)' than other oats, in addition to dietary fiber and beta-glucan. This compound is known for its anti-dementia effects by restoring long-term memory formation in the hippocampus. Based on these research results, the domestic cultivation area of 'Daeyang' oats rapidly increased from 1.2 hectares in 2017 to 103 hectares last year, with production volume continuously rising.

Lotte Mart explained that as part of the 'K-Variety Project' to promote high-quality domestic varieties to many customers, it is exclusively introducing 'Daeyang Sprouted Oat Rice' through a major retailer. This product features 'Daeyang' oats sprouted in a clean area, boasting a soft texture. It is also said to have increased antioxidant activity and richer nutritional content. Daeyang Sprouted Oat Rice (900g) is sold for 9,980 KRW.

Meanwhile, Lotte Mart has been actively implementing the 'K-Variety Project' since last year to reduce royalties on foreign varieties and promote the production and sales of excellent domestic varieties, showcasing high-quality new domestic agricultural products.

Woojin Kim, Lotte Mart's Grain MD (Merchandiser), said, "We launched 'Daeyang Sprouted Oat Rice' as part of the 'K-Variety Project' to overcome the situation where high-quality domestic grain varieties are only distributed in their production areas," adding, "We hope that expanding the market for the domestic variety 'Daeyang' oats will help increase the income of oat farmers."

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