[Asia Economy Reporter Lee Seon-ae] On the 28th, Lotteria, a burger franchise operated by Lotte GRS, launched a new meal kit product called the "Military Burger," which incorporates a DIY (Do-It-Yourself) concept allowing customers to enjoy burger ingredients served in a military tray-style container according to their preferences.
The new Military Burger product includes two burger buns, sliced ham, and a beef patty along with a cabbage mix and sauces, all served in a military-style tray container. Customers can assemble and enjoy the burger according to their taste, adding an element of fun to the meal kit experience.
Additionally, the packaging includes a leaflet with four different recipe combinations for assembling the Military Burger, such as "Recipe for eating with a visiting girlfriend" and "Recipe for a sergeant's love for a private," enhancing the enjoyment of assembling the burger themselves.
To coincide with the launch of the Military Burger, YouTube military experience entertainer Captain Lee Geun was selected as the model. He introduces the new Military Burger in YouTube videos using his unique military-style language and catchphrases like "Any problem?" and "I'm an individualist."
The pre-release video featuring Captain Lee Geun garnered about 1.5 million views on the day of its release, attracting significant attention. Following this, three additional YouTube videos were produced with different concepts, where Captain Lee appears as a "strong male instructor" for men and a "gentle male instructor" for women, guiding viewers on how to assemble the Military Burger.
Lotteria is recruiting 50 online experience participants to join a video review event for the new Military Burger. Participants will receive a Lotteria supply box containing a military tray and fork-spoon set, and three outstanding participants will be selected.
Moreover, in offline stores, customers who purchase a Military Burger set until October will receive a free chicken nugget. Lotteria KakaoTalk Plus Friend subscribers will also be given a mobile coupon to upgrade their Military Burger set.
A representative from Lotte GRS stated, "The Military Burger was planned to provide male customers with 'memories' of military life and female customers with the 'fun' of assembling their own meal. We also selected the recently popular figure Captain Lee Geun as the model to offer customers enjoyment through online videos."
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