Haitai X OB, Limited Sale of Perfect Anju 'Sindang-dong Bulddeokbokki' and More

Limited Release of 'The Ppasae Soy Sauce Shrimp Flavor' and More
Snacks Selected for Best Beer Pairing Through Survey

Haitai Confectionery and OB Beer have joined forces to target the snack market, ideal for pairing with alcoholic beverages.

On the 15th, Haitai Confectionery announced the limited release of ‘The Bbaesae Soy Sauce Shrimp Flavor’ (240,000 units) and ‘Sindang-dong Spicy Rice Cake’ (380,000 units). The new products were developed in collaboration between Haitai Confectionery and OB Beer, aiming at adults seeking crisp snacks to accompany beer, in line with the home drinking and solo drinking trends. This is the first time OB Beer has collaborated with a confectionery company.

Before the collaboration, OB Beer conducted an internal survey and selected Haitai’s ‘The Bbaesae’ and ‘Sindang-dong Tteokbokki’ as the best snack matches for OB Lager and Filgood. Accordingly, Haitai Confectionery perfected The Bbaesae Soy Sauce Shrimp Flavor and Sindang-dong Spicy Rice Cake with enhanced umami and spiciness to be enjoyed even more deliciously with beer.

The Bbaesae Soy Sauce Shrimp Flavor features a sweet and salty soy sauce shrimp taste. Soy sauce seasoning was added to intensify the umami while preserving the original authenticity. The rich shrimp flavor unique to Bbaesae and the sweet-salty chemistry create a harmonious taste in the mouth. It pairs well with the smooth and clean finish of OB Lager.

Sindang-dong Spicy Rice Cake emphasizes spiciness even more. Its bright red color and spicy aroma stimulate the salivary glands, and the fiery taste that spreads with each bite can even cause sweat on the nose bridge. The red flavor from Cheongyang chili peppers and Sunchang chili paste is deliciously spicy, making you reach for more. It pairs well with Filgood, which uses crystal malt to bring out a fragrant and refreshing taste.

Meanwhile, to celebrate the special edition release, Haitai Confectionery will hold an event from the 16th to the 29th, where customers who purchase Haitai Confectionery snacks worth 15,000 won or more at Emart will be entered into a draw to win OB Beer merchandise, with 1,000 winners selected.

A Haitai Confectionery representative said, “Through our partnership with OB Beer, we are introducing a new perfect combination to customers,” adding, “We plan to continue offering crispy and umami-rich snacks that taste even better when enjoyed with beer.”

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