11st, Meal Kit Live Broadcast... Ashley Chef Box 30% Discount

Daily from 16th to 18th
Meal kit transaction amount surges 2.4 times in 2 weeks

[Asia Economy Reporter Minyoung Cha] 11st announced on the 15th that it will hold a special live broadcast every day from the 16th to the 18th to introduce special meal kit products for ‘Home Restaurant’ (a compound word of restaurant and home).

According to 11st, the transaction amount of meal kit items from the 1st to the 14th increased by about 140% (2.4 times) compared to the previous year. The variety of items has diversified to include Southeast Asian, Chinese, Japanese, and other menus. In terms of proportion, Western food (58%), Korean food (15%), fusion (14%), and Chinese/Southeast Asian food (5%) are popular in that order.

On the 16th at 5 p.m., a ‘Ashley’ Home Restaurant live broadcast will be held to introduce the ‘Ashley Chef Box.’ Eight popular products, including ‘Vongole Cream Pane,’ will be sold at about 30% cheaper than the regular price for 9,900 won, and new menu items such as ‘Queen’s Steak for 2’ (14,900 won) and ‘Gambas al Ajillo’ (12,900 won) will also be available. Participants in real-time chat during the broadcast will be entered into a draw to receive gifts.

On the 17th at 11 a.m., a ‘GS Shop’ live broadcast will sell Canadian cooked lobster at a special limited quantity price. Fresh natural lobsters grown in the clean Canadian sea, 1,350g (450g x 3 lobsters) for 29,900 won limited to 600 sets, and 2,250g (450g x 5 lobsters) for 42,900 won limited to 350 sets will be sold during the broadcast. A home shopping host will appear on the broadcast to explain how to easily cook lobster at home and tips for preparing luxurious home party dishes.

On the 18th at 11 a.m., the meal kit specialist company ‘Fresh Easy’ will introduce new products from the second series of ‘Missing the City,’ which offers foods from various countries as meal kits, focusing on the ‘Italy edition.’ Four items including ‘Fiorentina T-bone Steak,’ representing Florence, and ‘Shrimp Nero Pasta,’ capturing the sea breeze of Venice, as well as Fresh Easy’s popular meal kit ‘Black Label Steak’ will be showcased. Customers who purchase products during the broadcast will be entered into a draw to receive popular meal kit sets from Fresh Easy.

Lee Kyuhun, head of the processed food team at 11st, said, “Meal kits used to be simple meals mainly for single-person households, but recently they have expanded as a trend of RMR (Restaurant Meal Replacement), replacing restaurants, and the variety of items has diversified. We expect the live broadcasts introducing recipes anyone can easily follow at home and unique meal kits to attract great interest in line with the year-end home party trend.”