'MZ Generation's Favorite "Hetbahn Rice Ice Cream"... Sold Out Expected This Month'

Limited Edition 'Hetbahn Rice Cream'... 1.4 Million Units Sold Since February Launch
Scarcity and Storytelling Effect... Sold Out Expected This Month

CJ CheilJedang 'Hetbahn Rice Cream'

[Asia Economy Reporter Eunmo Koo] CJ CheilJedang's limited edition 'Hetbahn Rice Cream,' launched targeting the MZ generation (Millennials + Generation Z), is receiving a hot response, with a complete sell-out expected within this month. CJ CheilJedang plans to continuously introduce planned products that reflect the sensibilities and tastes of MZ generation consumers.

According to CJ CheilJedang on the 9th, Hetbahn Rice Cream has sold approximately 1.4 million units since its release in February. Hetbahn Rice Cream, mainly sold at convenience stores, is scheduled to be sold at some discount stores this month, and it is expected that the entire limited quantity of 2 million units will be sold out within this month. However, CJ CheilJedang stated that since it is a limited edition product, there are no plans for additional production even if it sells out.

Hetbahn Rice Cream is a gelato ice cream product containing rice grains, with about 5% rice content, giving it a chewy rice grain texture. The container also uses the same design as Hetbahn. Hetbahn Rice Cream was planned by CJ CheilJedang to expand touchpoints with the younger generation. Inspired by the fact that the MZ generation lives with diverse thoughts and values, the idea that 'Hetbahn can be something other than rice' was developed, and it was released under the slogan 'Not everyone dreams the same dream.'

The product's rarity, Hetbahn's brand power, and the effective combination of viral film storytelling are believed to have contributed to the strong sales of Rice Cream. A CJ CheilJedang official said, "Internally, the storytelling of the viral film was very solid, and the product's packaging, phrases, and messages were consistently well connected, which we believe elicited empathy from consumers." Previously, CJ CheilJedang introduced a short drama alongside the Rice Cream launch, personifying rice as the main character and depicting the process of choosing to become ice cream instead of rice.

Hetbahn, Hetbahn Cupbap, and Bibigo Juk collaborated with Disney.

CJ CheilJedang has been operating an internal consultative body composed of 24 employees in their 20s and 30s since the end of last year to internalize the development and commercialization process of MZ generation-customized products within the organization. The consultative body, gathered from various organizations and roles, regularly operates to enhance understanding of trends and derive commercialization ideas based on them.

The derived ideas are evaluated for concept suitability according to the characteristics of the MZ generation, and high-scoring ideas are proposed to business units and collaborating partners. When a 'win-win' item emerges, the commercialization direction is coordinated, the launch preparation process is monitored, and the launched products are analyzed for implications between the brand and business based on performance and consumer response.

CJ CheilJedang plans to release about 20 planned products within the year based on ideas from the internal consultative body. Last month, they introduced Bibigo porridge and Hetbahn using Marvel heroes on packaging through collaboration with Disney, and Hetbahn Cupban containers decorated with Toy Story characters. This month, they plan to release 'Petitchell Drinking Jelly' in collaboration with Gongcha, a tea beverage specialty brand.

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