"Lotte Mart Zeta Plex, the First Large-scale Mart, Offers Limited 'Golden Flatfish Sashimi'"

Rare Jeju Specialty 'Hwanggeum Gwang-eo Hoe' Launched from 8 to 14
20% Discount Offered During Seafood Festival Sales Period
Prepared Using 'Sukhoe (Masukawa)' Method to Preserve Golden Skin

Lotte Mart employees are introducing 'Golden Flatfish Sashimi' at Zetaflex.

[Asia Economy Reporter Yuri Kim] Lotte Mart Zetaflex announced on the 7th that it will be the first large-scale mart to introduce 'Golden Flatfish Sashimi.'

Lotte Mart stated that it will sell Golden Flatfish Sashimi at Zetaflex from the 8th to the 14th. Along with the Ministry of Oceans and Fisheries, a seafood fair discount event will be held, offering a 20% discount for L.Point members who pay with event cards, selling the product in the high 20,000 KRW range.

Unlike the brown-colored regular flatfish, the Golden Flatfish has a shiny deep yellow color, hence the name. It is a rare Jeju specialty that occurs naturally with a probability of one in tens of millions. Through the 'Golden Seed Project,' a high value-added seed industry initiative promoted by the government in 2013, it was successfully farmed for the first time in the world after more than ten years of research and development. Currently, over 95% of Golden Flatfish is exported overseas. Chinese consumers, who believe that the golden color brings wealth, show great interest by paying more than ten times the price of regular flatfish to purchase it.

Recently, amid rising dining-out prices due to high inflation, demand for live fish sashimi at mart seafood corners has also been active. Lotte Mart's live fish sashimi sales have increased by more than 20% compared to the previous year. Lotte Mart said that while everyone knows flatfish, few customers have experienced Golden Flatfish, so they prepared this event to introduce fresh and unique sashimi. Golden Flatfish is characterized by its excellent flavor, with a sweet taste that intensifies the more you chew, and firm, chewy flesh.

Lotte Mart sells Golden Flatfish prepared in the ‘Sukhoe (Masukawa)’ style, which preserves the golden color and maximizes the savory taste of the skin and the outstanding umami flavor. This method involves pouring hot water over the skin to lightly cook it, then immersing it in ice water to bring out a chewy texture. It enhances the savory taste of the skin and enriches the unique umami flavor of the fish meat.

Kim Taek-yeon, product planner (MD) of Lotte Mart’s seafood team, said, "We planned Golden Flatfish to introduce customers to new and fresh sashimi," adding, "We hope that families enjoy the golden flatfish, symbolizing wealth and luck, and have a prosperous Chuseok holiday."

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