Emart×Chungju City×Ipjjalbeun Haetnim... 'Haetnim Peach Jam' Sale

Sun Peach Jam.

Popular YouTuber Collaborates to Support Chungju Farmers with 'Peach Jam'
Emart Win-Win Project 'Rediscovery Project' Aims to Support Farmers
Local Specialty Products Sold at 11 Stores in Gangwon, Gyeongbuk, Jeju, and More

[Asia Economy Reporter Kim Yuri] Emart has partnered with Chungju City and the popular YouTuber 'Ipjjalbeun Haetnim' from DIA TV, who has 1.72 million subscribers.

Emart announced on the 4th that to help farmers in the Chungju area struggling due to natural disasters this year, it collaborated with the famous YouTuber Ipjjalbeun Haetnim to launch 'Haetnim Peach Jam (460g)' and will sell a limited quantity of 18,000 bottles at a 20% discount for 5,984 won when paid with event cards until the 13th.

'Haetnim Peach Jam' is a differentiated 'two-in-one' product that can be used in various ways such as peach jam and syrup. It can be spread on bread like regular jam or consumed as an aid or yogurt topping. It uses Baekdo peaches harvested from domestic farms in Chungju and other areas during the peach season, featuring a high peach puree content of 65%.

'Haetnim Peach Jam' was discovered through Emart's regional win-win project, the 'Rediscovery Project.' Since 2018, Emart has been conducting the 'Rediscovery Project' to discover local specialties and enhance their value.

Emart explained that the purpose of supporting Chungju fruit farmers by CJ ENM DIA TV, to which YouTuber Ipjjalbeun Haetnim belongs, aligns with Emart's 'Rediscovery Project,' leading to this collaboration.

This year, many peach farms in Chungju suffered from spring frost damage and summer hail damage, resulting in a peach harvest volume that decreased by more than 20% compared to last year. Although freshness and sweetness remain intact, fallen and misshapen peaches that do not meet size and shape standards are being consumed. The two parties collaborated to develop products and open sales channels to help farmers in difficulty.

Meanwhile, Emart has discovered about 90 local specialty products and improved product designs to sell them at nationwide Emart 'Rediscovery Project Stores.' Starting in Gangwon Province in 2018, the 'Rediscovery Project Stores' have expanded to Jeju, Gyeongbuk, and other regions, currently operating a total of 11 stores. Sales of 'Rediscovery Project' products have steadily increased. In particular, Jeju's 'Jeju Dameun Tangerine Hallabong Juice' sales from January to August this year rose 180% compared to the previous year, and Gangwon's 'Dried Pollack Stir-fried with Red Pepper Paste' grew by 40% during the same period. Emart's jointly developed 'Rediscovery Project' planned products, two types of Jipyeong Makgeolli, also saw sales increase by about 10% this year.

Choi Hoonhak, Executive Director of Marketing at Emart, said, "To support the difficulties of Chungju peach farmers, Emart and a popular YouTuber are joining forces," adding, "Through the sale of Peach Jam, the target area of Emart's regional win-win project 'Rediscovery Project' has expanded to include the Chungcheong region."

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