CJ CheilJedang Solidifies No.1 Position in ‘Gourmet Crispy Fried Donkatsu’ Market

[Asia Economy Reporter Choi Seon-hye] CJ CheilJedang announced on the 14th that it is solidifying its position as the number one in the frozen pork cutlet market. Through digital advertisements and social network service (SNS) marketing for ‘Gourmet Crispy Fried Donkatsu,’ the company aims to increase product awareness and sales, while focusing on expanding consumer benefits through various special promotions and events.

First, they launched a digital advertisement featuring child actor Kim Jun, who gained great popularity from ‘Hospital Playlist.’ The messages, such as ‘Your favorite restaurant taste right at home, Gourmet Katsu’ and ‘No need to go out, no need to fry,’ highlight the product’s key feature of enjoying professional-level taste conveniently at home. The ads can be seen on digital channels like YouTube and Naver, as well as outdoor advertisements in elevators and subways.

SNS marketing utilizing influencers will also be actively conducted. Since the main target audience is households with young children, various content centered on cooking and parenting influencers will be introduced to match their interests. Additionally, special promotions will be held on various online platforms including CJ The Market, Coupang, and 11st.

Since its launch in June last year, Gourmet Katsu has made a significant impact on the market, rising to number one in the frozen pork cutlet market within just one month. The success is attributed to differentiated research and development (R&D) that allows consumers to enjoy crispy on the outside and juicy on the inside, freshly fried professional-level pork cutlets at a reasonable price at home.

The ease of cooking also contributed to its popularity. From the development stage, Gourmet Katsu focused on consumer convenience by differentiating the manufacturing method to allow easy cooking in an air fryer without oil. These features received positive reviews from consumers, revitalizing the stagnant market and establishing the product as a market leader. Gourmet Katsu consists of four types, including the popular pork cutlet restaurant menu items: whole loin, mozzarella, minced meat, and mini donkatsu.