[Today’s New Product] Premium "Jinsangmi" Rice Featured... "Hetbahn Yeoju Rice"

CJ CheilJedang Launches Premium Instant Rice

Exclusive Product Available at Emart

Win-Win Partnership with Yeoju City and Emart

CJ CheilJedang announced on October 7 that it will be introducing "Hetbahn Yeoju Rice," a premium instant rice product made using high-quality rice from Yeoju, Gyeonggi Province.

On the 29th of last month, at Yeoju City Hall in Gyeonggi Province, officials from CJ CheilJedang, Yeoju City, and Emart are taking a commemorative photo at the signing ceremony of the Win-Win Business Agreement (MOU) for the development and market expansion of processed Yeoju rice products. Provided by CJ CheilJedang

Set to be launched at Emart stores nationwide on October 12, Hetbahn Yeoju Rice is made using Yeoju's high-grade "Jinsangmi" rice. The product features a rich and savory flavor and aroma, achieved by adding barley-infused water. The rice is served in a bowl-shaped container to reflect its premium status, and proprietary technology is used to recreate the texture and taste of freshly cooked, fluffy rice.

In connection with the product launch, CJ CheilJedang will carry out both online and offline marketing activities. Efforts will include advertising on the Emart application, sampling events within Yeoju City, and special displays at the Emart Yeoju branch. Yeoju City also plans to expand the market for Yeoju rice by promoting the product through influencers on platforms such as YouTube and Instagram.

Previously, on September 29, CJ CheilJedang entered into a win-win business agreement (MOU) with Yeoju City, the Yeoju Agricultural Cooperative Joint Business Corporation, and Emart to develop processed food products using Yeoju rice and to expand their market channels.

This collaboration was initiated in response to the continued decline in domestic rice consumption, with the goal of drawing consumers who do not cook rice themselves into the instant rice market and establishing a sustainable, mutually beneficial ecosystem with local farmers.

A CJ CheilJedang representative stated, "By combining Yeoju rice, the nation's representative premium rice, with CJ CheilJedang's unrivaled technology and Emart's distribution network, we are able to offer a product with outstanding taste and quality. We will continue to support local farmers and take the lead in expanding domestic rice consumption going forward."

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