Daesang Launches Two 'Miwon X Going Merry Collaboration Menu' Items

[Asia Economy Reporter Choi Sunghye] Daesang announced on the 26th that it will collaborate with the emotional convenience store Going Mary to offer two new menu items using the fermented seasoning 'Miwon' for a limited time until December 31.

Daesang plans to get one step closer to the MZ (Millennial + Gen Z) generation through collaboration menus that combine Miwon, known as the epitome of umami, with Going Mary's core competencies.

Going Mary is a new concept fusion commerce platform that promotes itself as an emotional convenience store and premium snack bar, gaining great popularity mainly among the MZ generation by offering differentiated food and daily necessities. In particular, its recognition is gradually increasing as various videos, including the recipe development stories of exclusive chefs, are shared through social networking services (SNS).

This collaboration is characterized by utilizing the title of the recipe book 'Miwon Sikdang' published by Daesang earlier this year. Miwon Sikdang introduced about 60 recipes that add umami with 'a pinch of Miwon,' ranging from unique menus that captivate the 20s and 30s generation to nostalgic menus that evoke memories for the Opal generation, drawing attention.

The collaboration menus consist of two items: 'Mayak Jjukkumi Gimbap' and 'Choluxial Saeng Truffle Risotto.' Mayak Jjukkumi Gimbap is a menu perfect for one bite, featuring spicy and savory jjukkumi enhanced with 'a pinch of Miwon' umami, placed on a savory and warm gimbap. Choluxial Saeng Truffle Risotto is an egg risotto with a golden hue made from fresh eggs, enriched with umami from 'a pinch of Miwon,' and boasts the deep flavor and subtle umami of fresh truffle. The new menus can be found at Going Mary’s directly operated stores in Seoul, and customers can quickly pick up takeout orders without waiting through Going Mary’s mobile order service 'Mary Order.'

To commemorate the launch of the new menus, an event is being held at Going Mary stores where customers who order the two menu items will receive an air stone embossed with the Miwon logo. The gift is available in limited quantities and will be provided until stocks run out. Additionally, the recipe book 'Miwon Sikdang' and the 'Umami Miwon Special Edition (72g)' will be sold together at the stores, offering consumers a more diverse brand experience.