Promoting the small-sized rice product in collaboration with Achim Hae-sal at Seoul Station branch.

[Asia Economy Reporter Jeon Jinyoung] Lotte Mart is launching a collaboration product that contains real rice in the 'Achim Haetsal' PET bottle.

According to Lotte Mart on the 8th, the newly introduced product is a small-quantity rice planned together with Woongjin Foods. Starting in June, 20,000 units will be sold nationwide at Lotte Mart stores and on Lotte On's Lotte Mart Mall, aiming to captivate 'funsumer' consumers.

This product originated from the idea of an MD (Merchandiser) who is a new employee from the MZ generation (Millennials + Generation Z). They focused on the PET bottle, known as the most convenient way to store rice at home. Dividing rice into PET bottles blocks oxygen and moisture, preventing rice oxidation and maintaining freshness, making it a 'life hack' essential for 1-2 person households.

Going further, instead of a typical PET bottle, they recalled the popular rice-based beverage Achim Haetsal and partnered with Woongjin Foods to develop the product over a year. This June, they are releasing a product containing rice in the Achim Haetsal PET bottle. The rice variety chosen is 'Hwanggeumnodeul rice,' which evokes the unique sweetness of Achim Haetsal. Hwanggeumnodeul rice is a new Korean rice variety that becomes sweeter the more you chew.

Additionally, considering not only 1-2 person households but also consumers who enjoy camping, the product is offered in a small 480g size, equivalent to 2-3 servings, for easy storage and transport.

Hyun Subin, MD of the Dry Food Team at Lotte Mart, said, “Until now, collaboration products were mainly made with snacks and beverages, but we wanted to show that fun products that attract consumers in their 20s and 30s can also come from agricultural products like rice. We will continue to plan differentiated collaboration products so that consumers can feel ‘Gajambee’ at Lotte Mart.”

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