Daesang Cheongjeongwon 'Yasigiya', If You Want Chicken When Delivery Is Unavailable

[Asia Economy Reporter Koo Eun-mo] Daesang Cheongjeongwon is targeting the late-night meal home meal replacement (HMR) market with its new product, Yasigiya.

Cheongjeongwon Yasigiya (夜) features three types that deliver the quality and taste preferred by consumers: ▲Fried Whole Chicken ▲Cheese Sprinkle Whole Chicken ▲Spicy Whole Chicken. These can be easily cooked using the rapidly popularized air fryer at home. Compared to delivery food, Yasigiya offers the advantages of cleaner cleanup and shorter waiting times, targeting consumers with portions suitable for one to two people. All three products are fried using a ‘secret batter’ developed to achieve a freshly fried crispy texture, allowing consumers to enjoy a crunchy and savory experience.

Yasigiya is expected to become one of the two main pillars of Daesang Cheongjeongwon’s late-night HMR lineup alongside the existing ‘Anjuya.’ Launched in 2016, Anjuya is Daesang Cheongjeongwon’s specialized HMR brand for side dishes that quickly reflects Cheongjeongwon’s seasoning technology and the trends of drinking alone or at home. Anjuya has pioneered the frozen side dish HMR market with products including stir-fried and grilled items such as gopchang (beef intestines), makchang (large intestines), chicken feet, gizzard, and cartilage. It also offers ready-to-cook (RTC) products that consumers can prepare according to their preferences and that are compatible with air fryer cooking.

In November last year, Anjuya launched a new ‘Home Pub’ line and expanded its product range by releasing six types of fried side dishes. Anjuya Home Pub includes menus that pair well with beer, such as fried chicken skin and fried chicken gizzard made from special chicken parts, Cajun spice fried squid, and fried lamb skewers, allowing consumers to choose according to their tastes.

A representative from Daesang Cheongjeongwon said, "Cheongjeongwon’s late-night HMR lineup is continuously expanding with Yasigiya, which is great for enjoying as a late-night meal even without alcohol. We will actively target the late-night HMR market based on side dishes and late-night meals by continuously introducing differentiated products with unique flavors and cooking convenience that meet the increasingly diverse tastes of consumers."

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