Emart Accelerates Collaboration with CJ CheilJedang... Launches 'Hetbahn Ganghwaseom Rice'

Since the Group MOU in June
Successive Jointly Planned Products Unveiled
Multi-angle Collaboration Including Ganghwa-gun MOU
Plans to Accelerate Cooperation in Other Fields

Shinsegae Group and CJ Group have been accelerating their collaboration by releasing jointly planned products one after another since signing a comprehensive Memorandum of Understanding (MOU) last June. Following the joint launch of Jeju-style meat noodle soup and Yukgaejang kalguksu by Emart and CJ CheilJedang last month, they have now introduced 'Hetbahn Ganghwaseom Rice.'

'Hetban Ganghwa Seom Rice' developed by Emart in collaboration with CJ CheilJedang [Photo by Emart]

Hetbahn Ganghwaseom Rice is said to have started with Emart's proposal to "make instant rice using the rice that the king used to eat." Amid the expanding instant rice market due to the increase in single-person and dual-income households, they focused on consumer trends that value convenience as well as taste and nutrition. Accordingly, the two companies decided to utilize Ganghwaseom rice, which was historically presented to the king, and created the instant rice product in cooperation with Ganghwa County.

The newly released Hetbahn Ganghwaseom Rice features a manufacturing method and container design that differentiate it from existing instant rice products. Barley decoction was added to enhance the flavor of the rice, and a bowl-shaped container was used to evoke the warm feeling of home-cooked meals.

The win-win cooperation agreement ceremony between Emart, CJ CheilJedang, and Ganghwa-gun held on the 26th. From the left, Han Junbong, Executive Director of CJ CheilJedang KAM SU, Yoon Doyoung, Acting Governor of Ganghwa-gun, and Lee Hyungsun, Executive Director in charge of Homeal at Emart.
[Photo by Emart]

During the new product launch process, Emart reportedly signed a tripartite business agreement with Ganghwa County and CJ CheilJedang the day before to promote rice consumption and raise awareness of Ganghwado Island rice, a local specialty. Through this agreement, Emart plans to revitalize farms struggling with decreased rice consumption and promote Ganghwaseom rice nationwide.

Hwang Woon-gi, Head of Emart's Product Division, said, "Emart and CJ CheilJedang are jointly planning products that customers want, creating a win-win situation. Since the group-level business partnership, collaboration has accelerated, and we plan to deliver various collaborative achievements in the future."

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