'Maepamin' Rises... Spicy Chicken Selling 300,000 Units Monthly on Average
bhc 'Hot Fried' Sales Surge 80% This Year
Market Share Triples to 11% Compared to Last Year
Menu Spiced with Seasoning for Heat, No Sauce Used
In the wave of the "spicy flavor" trend, spicy fried chicken is also gaining popularity. bhc Chicken announced on the 18th that sales of its "Hot Fried" chicken have increased by more than 80% compared to the same period last year.
According to bhc Chicken's sales data from January to the end of May this year, an average of 300,000 units of "Hot Fried" chicken were sold monthly, marking an 81.7% increase compared to one year ago. The market share of Hot Fried within the entire menu rose dramatically from 3.5% in January last year to 11% by the end of May this year, more than tripling. During the same period, the regular fried chicken menu sold an average of 340,000 units per month, increasing by 2.6%.
bhc Chicken attributes the rapid growth in popularity of the Hot Fried menu to the ongoing "spicy flavor" craze. Recently, new terms like "Maepamin" (spicy + dopamine) and "Maepdorfin" (spicy + endorphin) have emerged, reflecting the increasing preference for spicy foods among consumers, especially within the MZ generation. The Hot Fried chicken, with its unique spicy taste that cuts through the greasiness of chicken, has perfectly captured consumers' tastes.
Developed in-house by bhc Chicken's technology team, Hot Fried chicken achieves its distinctive spicy flavor using only hot seasoning without applying any sauce, gaining popularity through word of mouth among consumers who prefer the crispy and spicy texture of fried chicken itself.
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A bhc Chicken representative stated, "As the trend of seeking and enjoying unique spicy flavors continues among consumers, interest and demand for the Hot Fried menu have significantly increased. Moving forward, bhc Chicken will continue to focus on developing new menu items that satisfy consumer needs."
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