Domestic Vegetarian Market Spotlighted in Value Consumption Trend
Launch of 'Plant Dubu Gimbap' and 'Hot Chili Racha Plant Burger'
[Asia Economy Reporter Yuri Kim] Convenience store 7-Eleven announced on the 15th that it will launch two types of well-being ready meals targeting the vegetarian market, whose influence on domestic consumption is increasing.
According to the Korea Vegetarian Union (KVU), the current number of vegetarians in Korea reaches 1.5 million, which is ten times higher than in 2008. Ethical consumption is spreading as a trend of value consumption, especially among the MZ generation, and with heightened interest in health and safety due to COVID-19, the trend of vegetarian consumption is expected to grow further.
7-Eleven collaborated with Professor Youngsil Han’s customized food research lab, a food nutrition expert, to launch two ready meals under the concept of "hearty fullness without meat": "Plant Tofu Gimbap (2,300 KRW)" and "Hot Chili Racha Plant Burger (3,000 KRW)".
7-Eleven’s "Plant Tofu Gimbap" uses a special sauce made by mixing vegan mayonnaise and teriyaki sauce on soft fried tofu. It is topped with paprika, green chili, carrot, and burdock root to provide a healthy texture and vibrant colors. The "Hot Chili Racha Plant Burger" is a vegetarian burger made with a plant-based patty. It features chili con carne mixed with chili sauce and sriracha sauce along with corn, and is spiced with jalape?o. Tomato and romaine lettuce are also added.
Dasom Kim, Food Team MD at 7-Eleven, said, "The Plant Tofu Gimbap and burger are great products not only for vegetarians but also for those who feel burdened by frequent meat consumption and want a convenient and hearty meal. The vegetarian population is expected to continue growing, and it is necessary to steadily expand the base of related products in convenience store channels."
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