‘Imapchiyeol’... Catch the ‘Maepnia’ for the Upcoming Chobok Heat

School Food's 'Addictive Spicy Cold Noodles'.

[Asia Economy Reporter Moon Hyewon] As Chobok, the beginning of the hottest period known as Sambok, approaches, the distribution industry is targeting consumers' summer appetites with ‘Imapchiyeol’ (spicy, salty, and intense) foods. Imapchiyeol foods are gaining attention as naturally, in summer when salt consumption increases due to heavy sweating, people crave spicy and salty dishes. The food and dining industries are moving away from familiar health food menus and are captivating ‘Maepnia’ (spicy food enthusiasts) this Chobok with ‘unique spicy flavors’ ranging from addictive spicy cold noodles to the tingling charm of fast food.

According to the dining industry on the 10th, School Food recently introduced ‘Addictive Spicy Cold Noodles’ as a Chobok dish that cools the body with refreshing broth while intensifying heat with spicy flavor. This menu is characterized by a special spicy taste achieved by blending three types of chili powder in a golden ratio using School Food’s secret recipe.

In addition, School Food offers a series of addictive menu items made with its special sauce, such as ‘Addictive Seasoned Fried Seaweed Rolls’ and ‘Addictive Seasoned Dumplings,’ delivering fiery spicy flavors for the summer season.

Four new summer menu items from Bondo Lunchbox.

Bondo Lunchbox launched four new menu items featuring a tingling spicy taste to welcome the hot summer. Alongside the ‘Royal Health Sura Set Menu,’ which includes nutritious dishes like pumpkin duck roast with spicy sauce, ox knee stir-fry, and beef bulgogi, they also introduced the ‘Bulti Pork Cutlet Set’ consisting of pork cutlet coated with Bulti sauce, kimchi fried rice, fried egg, and salad, offering consumers a differentiated experience with a total of four items.

Mom's Touch's 'Amazing Spicy Mayo Burger'.

Fast food chains have not missed out on the spicy flavor competition. Mom’s Touch introduced the fiery ‘Amazing Spicy Mayo Burger’ to capture the appetites of consumers tired from the early heat. The sauce is based on spicy gochujang (Korean chili paste) combined with creamy mayonnaise to create Mom’s Touch’s signature spicy flavor, complemented by a chicken patty essential for the Boknal (dog days of summer).

The Amazing Spicy Mayo Burger allows customers to experience Mom’s Touch’s unique ‘Maepneu’ (spicy and creamy flavor). Alongside this, sweet-flavored side menus are also offered, making it perfect for sharing with those sensitive to spicy food.

Jadam Chicken introduced ‘Bulpae Chicken,’ featuring a tingling black pepper and chili flavor. Jadam Chicken has already gained great popularity among ‘Maepnia’ with its spicy signature menus like Maepshulleng and Sriracha Chicken, raising expectations for the new taste of Bulpae Chicken. Bulpae Chicken is not just spicy but also offers a sweet and smooth spicy flavor by adding smoked sauce and Gouda cheese, stimulating appetites lost to the heat. Additionally, it is characterized by a mild lingering spiciness, making it easy to enjoy even for those who are not good with spicy foods.

Domino’s Pizza added spicy flavors to its side menus. The ‘K-Tteokbokki Flavor Seafood Pasta,’ topped with various seafood and meats boasting a rich taste, offers the spicy flavor of tteokbokki, while the ‘Western Hot Wings,’ oven-baked in a Western style with a spicy kick, provide a sharp and spicy taste experience.

A food and dining industry official said, “With this summer expected to bring unprecedented heat, Imapchiyeol foods with fiery spicy flavors, beyond the familiar health foods, are anticipated to be loved as a way to beat the heat.”

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