Today’s House Launches “Local’s Choice” Campaign

Introducing the Fresh Food Brand “Neulsinseon”

On May 11, Today’s House announced the launch of its “Local’s Choice” campaign, which features carefully selected local items from across the country. This campaign goes beyond simply selling regional specialties; it sets forth “local” itself as a standard for branding and curation. The concept of “local,” which was traditionally associated primarily with food, is now being expanded to include not just fresh and processed food, but also furniture, kitchenware, home decor, lighting, and other living categories, offering a comprehensive selection of regional products.

The campaign is organized around three themes: ▲ “Local Food,” which includes agricultural products and processed foods that reflect the quality imparted by the region’s climate and geographical characteristics; ▲ “Local Artisan,” which highlights living products that showcase local traditional techniques and artisan ecosystems; and ▲ “Local Store,” which introduces stylish region-based select shops and showrooms.

In particular, this “Local’s Choice” campaign features 144 carefully selected products curated by Today’s House. The selection process involved both regional ingredients and production methods, as well as the reasons behind each choice, with input from a panel of advisors and user participation. The campaign also increases the proportion of fresh food, thereby reinforcing the essential value of local products.

With the launch of this campaign, Today’s House is also officially introducing its fresh food brand, “Neulsinseon.” Carefully selected ingredients whose quality is directly linked to regional characteristics—such as Iksan watermelon and tomatoes, Wando abalone, and Hoengseong Korean beef—will be introduced. In addition, in collaboration with Shinsegae Food, two seasonal local ready-to-eat meals—“Cheongdo Water Parsley Squid Soup” and “Namhae Garlic Army Stew”—will be launched exclusively. These products are concentrated and compact for convenient storage while preserving robust flavors.

A representative from Today’s House commented, “The Local’s Choice campaign is a meaningful showcase that goes beyond simple product sales to communicate the stories, ingredients, and techniques unique to each region. We will continue to foster win-win partnerships with regional brands and deliver the hidden values of local communities to our customers through diverse content.”

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