CJ CheilJedang Launches Larger 'Hetbahn Cupbap BIG'... Targeting MZ Generation

[Asia Economy Reporter Seungjin Lee] CJ CheilJedang announced on the 22nd that it has launched ‘Hetbahn Cupban BIG,’ which increases the capacity by 30% compared to the existing Hetbahn Cupban. ‘Hetbahn Cupban BIG’ comes in three types preferred by the MZ generation (Millennials + Generation Z): Spam Mayo Rice Bowl, Chicken Mayo Rice Bowl, and Spam Kimchi Rice Bowl, with increased amounts of rice, toppings, and sauce.

This product was created based on big data and consumer VOC (Voice of Customer) analysis online. According to CJ CheilJedang’s ‘Hetbahn Cupban Big Data Integrated Analysis,’ MZ generation consumers showed strong demand for large portions and rice bowl menus. Various consumer opinions were actively reflected, such as “I often eat meals at convenience stores with Hetbahn Cupban, so it would be nice to have a larger portion product,” “Please increase not only the rice but also the amount of toppings,” and “It would be great if a rice bowl product with more generous Spam is released.”

The reason CJ CheilJedang listens closely to the opinions of the MZ generation is that the penetration rate of Hetbahn Cupban (the proportion of households that have purchased at least once a year) is continuously increasing. In fact, the penetration rate of the cup rice market among households with middle and high school children, who belong to Generation Z, was the highest at 34.2% as of the end of last year. Additionally, convenience store sales have increased by more than 10% over the past three years. Furthermore, the rice bowl menu segment has shown an average annual growth rate of 10% within the cup rice market over the past three years.

Along with the new product launch, CJ CheilJedang is also conducting a campaign to expand brand awareness of ‘Hetbahn Cupban.’ The campaign slogan is set as ‘Eat and fall in love! Hetbahn Cupban Het,’ and actress Na Moon-hee, who is highly favored by the MZ generation, was appointed as the model to introduce the detective game ‘Detective Cupbans.’

‘Detective Cupbans’ is a YouTube content series that solves two detective missions themed around ‘Hetbahn Cupban.’ It was planned to provide a new experience of ‘Hetbahn Cupban’ by reflecting the MZ generation’s digital content trends such as detective games and immersion in virtual worlds.

A CJ CheilJedang official said, “‘Hetbahn Cupban BIG’ is a one-meal solution product that fully meets the expectations of the MZ generation by increasing rice, toppings, and sauce,” adding, “We will continue to listen more closely to consumer voices and introduce products that meet their expectations.”