Harim launches 'The Misik Bap'... Challenges instant rice market following ramen success

[Asia Economy Reporter Song Seung-yoon] Comprehensive food company Harim is challenging the instant rice market by launching 'The (Deo) Misik Bap'.

According to the industry on the 17th, Harim entered the instant rice market following the ramen market by releasing The Misik Bap after launching 'The Misik Jangin Ramen' in October last year.

The Misik Bap is characterized by being cooked only with domestically produced rice and water, preserving the original flavor of the rice. It achieves 'additive zero' just like cooking rice at home. By operating a state-of-the-art aseptic facility called a 'clean room' during the two processes of water pouring (hydration) and sealing, it became possible to make rice using only rice and water without any other additives. Through a process of slowly steaming with hot water, an air layer is created between the packaging film that seals the container and the rice, allowing consumers to experience the aroma and texture of freshly cooked rice as it is.

The Misik Bap was released in a total of 11 varieties to suit diverse consumer preferences, including oat rice, brown rice, black rice, and five-grain rice. The goal is to capture more than 10% market share in the instant rice market.

A Harim official said, "We will open the era of Instant Rice 2.0, enabling consumers to enjoy instant rice that tastes exactly like freshly cooked rice more conveniently and diversely, thereby contributing to the promotion of rice consumption."

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