Spicy and Numbing Flavor Intact... Ottogi Launches 'Mara Bokkeumbap'
by Lim Hyeseon
Published 12 Feb.2025 08:54(KST)
MZ Generation Food Culture: The 'Mara' Craze
Abundant Vegetables Including Bok Choy
Mara Xiangguo-Style Fried Rice with Enhanced Texture
Ottogi launched 'Mara Fried Rice' on the 12th.
Mara Fried Rice is a Mara Xiangguo-style fried rice that recreates the spicy and numbing flavor of Mara, and can be conveniently eaten by microwave cooking only. This product is made with various vegetables such as bok choy, shiitake mushrooms, and fuzhu, as well as pork, enhancing the chewy texture.
The Mara craze began in 2021, led by the 1030 generation, and has established itself as a new food culture among young people who prefer spicy and numbing flavors. Ottogi has released products using Mara, such as the Mara ramen brand 'Mashulren' (Mara Tangmyeon, Mara Xiangguo) and Pepper Pop Mara flavor.
An Ottogi official explained, "We developed the new product to provide an exotic Mara convenience food for consumers who visit Mara specialty restaurants."
Meanwhile, Ottogi has a variety of fried rice lineups including the home meal replacement (HMR) brand 'OZ Kitchen' fried rice, the 'Delicious' series, and the 'Light Meal' series.
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