"What Is Busan Pork Soup Jjamppong?"... Baek Jongwon Launches 'Paldo Hong Kong Banjeom' Project

The Born Korea's Hong Kong Banjeom Launches New Menu Development Project
Signature Jjamppong Dishes to Be Released Sequentially Through December

Hong Kong Banjeom announced on June 18 that it is launching the "Paldo Hong Kong Banjeom" project, which will develop new menu items using local foods and specialties from eight regions across the country, with these dishes available exclusively in their respective areas.

The Paldo Hong Kong Banjeom is a long-term project by The Born Korea, inspired by ideas from local franchise owners at a recent franchisee meeting. Since April, The Born Korea has been developing unique Jjamppong dishes that reinterpret regional foods and specialties in the signature style of Hong Kong Banjeom, based on feedback gathered directly from franchise owners in the field.

The project's first stop is Busan. Starting June 18, The Born Korea will offer "Busan Pork Soup Jjamppong" exclusively at 24 Hong Kong Banjeom locations in the Gyeongnam area, including Busan, Ulsan, and Yangsan (excluding Yangsan Mulgeum branch). The entire project process will be released through the newly revamped "My Dish, My Way Season 2" corner on the YouTube channel "Baek Jongwon." In the videos, CEO Baek Jongwon travels across the nation to share the stories behind the development of regionally inspired Jjamppong dishes and highlight the unique food culture and hidden tales of each area.

Starting with the Busan menu, "Paldo Hong Kong Banjeom" plans to unveil signature Jjamppong dishes that showcase regional flavors in a series of eight content releases, continuing sequentially until the end of December this year.

The Born Korea will also run the "Paldo Hong Kong Banjeom Stamp Event" until February 28 next year, allowing customers to collect stamps each time they try one of the eight regional menus. Customers who collect stamps by tasting regional dishes will have a chance to win a variety of prizes through a drawing, including ▲ five don (18.75 grams) of pure gold ▲ a hotel stay voucher for The Born Jeju ▲ a Hong Kong Banjeom mobile voucher worth 100,000 won ▲ and a Hong Kong Banjeom mobile voucher worth 30,000 won.

A representative from The Born Korea stated, "Paldo Hong Kong Banjeom is a long-term new menu project that offers more than just Jjamppong, as it captures the flavors and stories of local regions. By introducing unique ingredients and local foods from all over the country through our content and encouraging actual visits by consumers, we expect to create a virtuous cycle that helps revitalize local businesses and tourism."

Meanwhile, in celebration of the launch of "My Dish, My Way Season 2," Hong Kong Banjeom will hold a special event on June 19, selling Jjajangmyeon for just 3,900 won at all locations nationwide for one day only.

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