[Today's New Products] From "Buldak" Gimbap to Burgers... The "K-Spicy" Craze Continues

Buldak and gochujang, representing "Korean-style spicy flavor (K-Spicy)," are becoming a prominent consumption trend, especially among Millennials & Gen Z. Content featuring challenges with extremely spicy foods and creative combinations of spicy ingredients is gaining popularity and spreading rapidly on social media.

According to the Trend Research Institute, the product planning division at Emart24, sales of products with Buldak flavor increased by approximately 22% year-on-year during the past six months (from October 2025 to March 2026).

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Emart24 is responding to this trend by sequentially launching nine new products under the concept of "Crazy Buldak & Hot." The company has expanded its range by applying spicy flavors to a variety of ready-to-eat items, including risotto, gimbap, lunch boxes, and hamburgers.

Signature products include "Buldak Cream Risotto" (4,900 won), "Buldak Tuna Mayo Spicy Fish Cake Gimbap" (3,500 won), "Buldak Duo Lunch Box" (5,900 won), and "Buldak French Fries Bulgogi Burger" (3,800 won). In addition, spicy ready meals such as "Hot Chicken Bake" (2,500 won) and "Hot Rabab" (3,500 won) are also being introduced.

To celebrate the launch, a discount promotion and prize event will be held for the entire month of May for customers using simple payment methods. A 5,000 won discount is offered on purchases of 10,000 won or more made with Kakao Pay Money, Naver Pay Money & Points, Toss Pay Money & Account, or Payco Points.

A representative from the Emart24 Trend Research Institute stated, "We are strengthening our product planning based on social media responses and data, and we plan to continue expanding trend-driven products such as spicy flavors going forward."

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