[Distribution Hot People] Delicious Secret Expedition Team... "When Feeling Down, Spicy Flavor; When Undecided, Half and Half"

Godaewan Emart24 Supervisor... 'Diltam' Character Motif
Sales Increase with Sparkling Ideas

On the afternoon of the 3rd, Assistant Manager Godeowan is introducing the Delicious Secret Expedition product at the Emart24 headquarters in Seongdong-gu, Seoul.

[Asia Economy Reporter Lim Chunhan] "After several rounds of field surveys and meetings, we were able to launch the ‘Enchanting Devil’s Spicy Flavor.’"

On the afternoon of the 3rd, I met Assistant Manager Goh Daewan, who inspired the Delicious Secret Expedition Team (Diltam) character, at the Emart24 headquarters in Seongdong-gu, Seoul. Diltam consists of 15 MZ generation members (Millennials + Generation Z) born between 1997 and 1984. They create new products by participating in projects in their favorite fields such as desserts, coffee, and home appliances.

The first product from Diltam, Devil’s Spicy Flavor, gained great popularity and ranked within the top 5 in sales across various categories. Assistant Manager Goh said, "We planned the product based on the insight that many people were relieving stress with spicy food during the severe ‘Corona Blue’ period. Initially, we intended to create an extremely spicy flavor that could be ‘deadly,’ but through field surveys and meetings, we developed a deliciously spicy taste. Those products include the ‘Maeweo Jukka S Sandwich’ and the ‘Burning Burgundy Hamburger.’"

The eye-catching idea of the ‘Banban Donut’ also came from Diltam’s suggestions. Assistant Manager Goh explained, "Originally, we planned to release two types of donuts, lemon and chocolate cream, and held an internal tasting event. During that process, various ideas emerged such as combining two flavors into one product and filling it with plenty of cream. We restarted product development, which led to the creation of the Banban Donut."

New product ideas are mainly sourced from social networking services (SNS) and hip places. Assistant Manager Goh said, "Everyone has their favorite flavors. We explore those detailed preferences and also look for flavors that the public might like on YouTube, blogs, and so on. We also put in a lot of effort by visiting dessert cafes and famous restaurants to try the food ourselves."

Diltam plans to sequentially release collaboration products with outdoor brands in April and May. With the concept of products that make you feel good when you eat them, they will introduce triangle kimbap, desserts, beer, Makgeolli, and more. Afterward, the official activities of Diltam’s first generation will conclude, and the second generation will be launched.

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