CJ CheilJedang to launch Yeoju rice Hatban instant rice at E-Mart on Oct 12
In short
CJ CheilJedang said on Oct 7 that it will launch “Hatban Yeoju Rice Bowl,” an instant rice product made with rice grown in Yeoju, Gyeonggi Province, on Oct 12. The product uses the Yeoju variety Jinsangmi and water boiled with barley, and will go on sale at E-Mart stores nationwide. The launch follows a Sept 29 agreement among CJ CheilJedang, Yeoju City, the Yeoju agricultural cooperative joint corporation and E-Mart to develop processed foods from Yeoju rice and widen its sales channels.
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CJ CheilJedang said on Oct 7 that it will launch “Hatban Yeoju Rice Bowl,” an instant rice product made with rice grown in Yeoju, Gyeonggi Province, on Oct 12 at E-Mart stores nationwide. According to the company and Yonhap News, the product uses Jinsangmi, a Yeoju rice variety, and adds water boiled with barley to bring out a savory taste and aroma, and is packed in a rice-bowl-shaped container described by the company as premium. [ 1 , 2 , 4 ]
The launch follows a cooperation MOU signed on Sept 29 at Yeoju City Hall by CJ CheilJedang, Yeoju City, the Yeoju agricultural cooperative joint corporation and E-Mart for the development of processed foods from Yeoju rice and the expansion of sales channels. Under the agreement, the parties are to cooperate from the stable supply of Yeoju rice through the development and production of processed foods to sales and promotion. Among those at the signing, according to Newsis, were Yeoju Mayor Lee Chung-woo, lawmaker Kim Seon-kyo, E-Mart managing director Nam Ho-won and CJ CheilJedang vice president Cho Young-sik. [ 2 , 3 , 4 , 5 , 6 ]
Alongside the launch, Asia Economy reported that online and offline marketing is planned: advertising in the E-Mart app, sampling events in Yeoju and a separate display stand at the E-Mart Yeoju store. Yeoju City said it will promote the rice through influencers on YouTube and Instagram as part of efforts to widen sales channels for Yeoju rice. [ 2 , 5 , 6 ]
Yonhap News said the product will be sold at E-Mart nationwide as a dedicated product, while other outlets said it first appears at E-Mart stores nationwide on Oct 12 without stating exclusivity. The documents do not give a price or a planned volume. [ 1 , 2 , 4 ]
The outlets placed the launch against declining domestic rice consumption. Asia Economy reported that the cooperation is intended to draw consumers who do not cook rice themselves into the instant rice market and to build a sustainable relationship with farming households, and Yonhap News said CJ CheilJedang has run contract cultivation with about 2,500 farms in 14 regions since 2010 and has previously introduced regional-rice products with E-Mart, including “Hatban Asan Clear Rice” and “Hatban Ganghwa Seom Rice.” [ 2 , 4 ]
A CJ CheilJedang official said, according to Asia Economy, that “Yeoju rice, a representative premium rice of South Korea, CJ CheilJedang’s unrivaled technology and E-Mart’s distribution infrastructure have come together to present a product with excellent taste and quality,” adding that the company will continue to strengthen cooperation with regional farms and take the lead in expanding domestic rice consumption. Yeoju City, according to Newsis and Asia Economy, intends to use the agreement to widen the uses of Yeoju rice, secure stable outlets and raise farm income. [ 2 , 5 , 6 ]
Why it matters
The launch is presented by the outlets as a way to extend Yeoju rice from raw produce into processed food sold nationwide, at a time when the documents say domestic rice consumption is falling. For the company, it adds another regional-rice product to an instant rice line it already sells with E-Mart; for the city and its farmers, it is described as a route to a steadier buyer and a broader consumer base.
Key facts
- CJ CheilJedang said it will launch “Hatban Yeoju Rice Bowl” on Oct 12, sold at E-Mart stores nationwide. [ 1 , 2 , 4 , 5 , 6 ]
- The product uses Jinsangmi, a high-quality rice variety grown in Yeoju, Gyeonggi Province, and adds water boiled with barley for a savory taste and aroma. [ 1 , 2 , 4 ]
- The company applied a rice-bowl-shaped container to the product, which is positioned as premium. [ 1 , 2 ]
- CJ CheilJedang, Yeoju City, the Yeoju agricultural cooperative joint corporation and E-Mart signed a cooperation MOU on Sept 29 at Yeoju City Hall. [ 2 , 3 , 4 , 5 , 6 ]
- Under the MOU the parties are to cooperate on supplying Yeoju rice, developing and producing processed foods, and distribution and marketing. [ 4 , 5 , 6 ]
- CJ CheilJedang said it has run contract cultivation with about 2,500 farms in 14 regions since 2010, and has previously launched regional-rice products such as “Hatban Asan Clear Rice” and “Hatban Ganghwa Seom Rice” with E-Mart. [ 4 ]
- Yeoju City said it will promote the product through influencers on YouTube and Instagram, while E-Mart app advertising, sampling events in Yeoju and a separate display stand at the E-Mart Yeoju store are also planned. [ 2 , 5 , 6 ]
Confirmed by several sources
- CJ CheilJedang will launch “Hatban Yeoju Rice Bowl” on Oct 12, with sales beginning at E-Mart stores nationwide. [ 1 , 2 , 4 , 5 , 6 ]
- The product is made with Yeoju-grown Jinsangmi rice and adds water boiled with barley. [ 1 , 2 , 4 ]
- CJ CheilJedang, Yeoju City, the Yeoju agricultural cooperative joint corporation and E-Mart signed a cooperation MOU on Sept 29 for the development of processed foods from Yeoju rice and the expansion of sales channels. [ 2 , 3 , 4 , 5 , 6 ]
- The parties agreed to work together from the stable supply of Yeoju rice through development and production of processed foods to sales and promotion. [ 4 , 5 , 6 ]
- Yeoju City said it aims to widen the consumption base for Yeoju rice and secure stable sales channels and higher income for local farmers. [ 5 , 6 ]
Still unclear
- The price of the product and the planned production or sales volume are not given in the documents. No outlet in the set states a price, volume or sales target.
- One outlet refers to “Daewangnim-brand Yeoju rice,” while the others name the rice variety as Jinsangmi. The relationship between the brand name and the variety name is not explained in any document, and only one outlet uses the brand name.
- Whether the product is sold exclusively through E-Mart is stated differently. Yonhap News describes it as an E-Mart-exclusive product, while other outlets say only that it debuts at E-Mart stores nationwide.
- The exact time of the Sept 29 MOU signing is not stated. Documents give the date and place but no time of day.
What local media are saying
Timeline, local time
- Sept 29: CJ CheilJedang, Yeoju City, the Yeoju agricultural cooperative joint corporation and E-Mart sign a cooperation MOU at Yeoju City Hall in Gyeonggi Province on developing processed foods from Yeoju rice and expanding sales channels. [ 2 , 3 , 4 , 5 , 6 ]
- Oct 7: Chosun Ilbo reports the launch of “Hatban Yeoju Rice Bowl” and the push with Yeoju City and E-Mart to widen sales channels for local rice. [ 1 ]
- Oct 7: Asia Economy reports the product details, the marketing plans and CJ CheilJedang’s comment. [ 2 ]
- Oct 7: Yonhap News reports the launch and CJ CheilJedang’s contract cultivation and earlier regional-rice products. [ 4 ]
- Oct 7: Newsis reports from Yeoju that the city plans to extend Yeoju rice into the processed food industry and secure stable outlets for farmers. [ 6 ]
- Oct 12: “Hatban Yeoju Rice Bowl” goes on sale at E-Mart stores nationwide. [ 1 , 2 , 4 , 6 ]