[Photo] "Dad, Please Buy Old-Fashioned Chicken on Mobile Now"

Shinsegae Food Launches Air Fryer-Exclusive HMR 'Olban Old-Fashioned Whole Chicken' Capturing Nostalgic Taste and Emotion

At the Shinsegae Food headquarters in Seongsu-dong, Seongdong-gu, Seoul, a promotional model is introducing the air fryer-exclusive home meal replacement (HMR) product, "Olban Old-Fashioned Whole Chicken." It features a whole domestic chicken fried and then roasted at high temperature, resulting in a crispy exterior and moist interior. It can be purchased at a reasonable price of around 10,000 KRW for two chickens through online malls including SSG.com. Photo by Shinsegae Food

[Asia Economy Reporter Lee Seon-ae] Shinsegae Food announced on the 9th that it has launched ‘Olban Old-fashioned Chicken,’ an air fryer-exclusive ready meal that allows consumers to easily enjoy the nostalgic taste and sentiment of old-fashioned fried chicken.

Shinsegae Food focused on the retro trend sweeping the food and beverage sector, where people are enjoying nostalgic products to relieve fatigue and depression amid the prolonged COVID-19 pandemic. Accordingly, ‘Olban Old-fashioned Chicken’ was introduced so that all generations?from millennials who value new and unique experiences to middle-aged and older generations with retro sensibilities?can enjoy the nostalgic taste and sentiment at an affordable price.

‘Olban Old-fashioned Chicken’ is designed to revive the taste and memories of traditional market fried chicken that parents used to buy on their way home in the 70s and 80s. A carefully selected whole domestic chilled chicken undergoes a brining process developed in-house by Shinsegae Food, is then fried whole in clean oil, and baked once more at high temperature to achieve a crispy exterior and moist interior. The product packaging is designed to evoke the feel of the yellow paper bag that used to wrap fried chicken, fully capturing the retro sentiment. It is convenient to prepare by cooking for 20 minutes in an air fryer preheated to 180 degrees Celsius, delivering crispy fried chicken as if freshly made.

‘Olban Old-fashioned Chicken’ is available for purchase on online malls such as SSG.com, Coupang, Gmarket, and 11st, priced at 18,900 KRW for a set of two chickens (based on SSG.com).

A Shinsegae Food official said, “In these times of economic downturn and shrinking consumer sentiment, we launched Olban Old-fashioned Chicken to provide comfort through retro sentiment. At an affordable price in the 10,000 KRW range, customers can enjoy two savory chickens, making it a popular snack for all ages and a great accompaniment for home drinking.”