Soju Brand on Pork Soup Packaging? ... Busan's Representative Soju and Gukbap, Soul Food Marketing Predicts Big Success

Daesun Brewery and Frontier Foods Engrave 'Daesun' Design on Pork Soup Meal Kits

40,000 Units Produced, Sold Out Online in 2 Weeks, 70% of Sales in Seoul Metropolitan Area

Daesun Soju and Pork Soup Meal Kit Products.

[Asia Economy Yeongnam Reporting Headquarters Reporter Kim Yong-woo] Soju and pork soup with rice, a combination familiar to Busan residents, is being experimented with as a marketing image. This is a unique experiment where a soju brand is attached to pork soup with rice packaging.

The collaboration experiment between Busan’s local soju and one of the region’s representative ‘soul foods,’ pork soup with rice, is drawing attention with interesting results.

Daesun Brewery announced on the 7th that 40,000 pork soup with rice meal kits made in collaboration with Frontier Food in Gijang-gun, Busan, were all sold out in less than two weeks.

Since the 16th, Daesun Brewery and Frontier Food have been selling 40,000 pouches of the pork soup with rice meal kit called ‘Mom Sent Soup’ featuring Daesun Soju’s signature design through Naver Shopping.

Daesun Brewery explained that orders did not stop throughout the sales period, and all the stock prepared by the 28th of last month was sold and delivered, leaving no inventory.

‘Mom Sent Soup,’ which initially attracted interest with Daesun Brewery’s design, gained a reputation for being delicious, and orders did not decline even in the latter part of the event, to the point where additional production was considered.

The order volume during the first three days, when a 15% discount and free shipping benefits were offered, was reported to be almost the same as the order volume during the last three days.

It is also notable that regions outside Busan and Gyeongnam showed even more enthusiasm for this collaboration food, setting a new milestone for this project’s marketing.

Sales in the metropolitan area accounted for nearly 70%, with Seoul (33.9%), Gyeonggi-do (29.8%), and Incheon (4.1%) selling better than Busan (4.1%), Gyeongnam (4.8%), and Ulsan (1.3%), where Daesun Brewery and Frontier Food have their production bases.

Moon Dae-geon, CEO of Frontier Food, analyzed, “There are more than 26 million people living in Seoul and Gyeonggi-do, and among them, many are from Gyeongsang Province who have nostalgia for pork soup with rice and Daesun Soju, which likely contributed to the high sales in the metropolitan area.”

Reviews after use were also positive. One user who gave a 5-star rating said, “I am a soju lover who loves Daesun Soju and ordered it after reading the article,” adding, “The amount of meat is generous and the broth is rich, so I want to order it again.”

Frontier Food, which originated from Daesindong Soup with Rice with a 24-year history, has been producing pork soup with rice, a representative local food of Busan, using standardized processes and selling it as meal kits since 2018.

Daesun Brewery, founded in Busan, is a representative local company with a 92-year history and is a symbolic local liquor company of Busan.

Jo Woo-hyun, CEO of Daesun Brewery, said, “Soju is the best drink to pair with pork soup with rice, a soul food representing the region, so this collaboration was very meaningful,” adding, “We will discover more collaboration projects with representative Busan brands to create opportunities for mutual growth.”

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