Lotte Mart Launches Rice 'Simrihyang'... "A New Variety to Enhance Home Meal Lovers' Taste"

Lotte Mart will introduce a new rice variety, 'Siprihyang,' at all stores starting from the 13th.

[Asia Economy Reporter Lim Chunhan] Lotte Mart announced on the 10th that it will introduce a new rice variety called 'Siprihyang' at all stores starting from the 13th.

Siprihyang is a new rice variety developed by the Jeonbuk Agricultural Research and Extension Services in the Jeonbuk region, and its name means "fragrance that can be smelled from ten ri away." This product is characterized by its savory aroma, small rice grains, and soft texture.

Additionally, it is composed of premium grade whole grains with a perfect grain ratio of over 96%, referring to rice that maintains its shape intact without damage from pests or diseases. The higher the perfect grain ratio, the more plump and sticky the rice grains are, classifying it as high-quality rice.

Lotte Mart will sell 10kg of Siprihyang at a discounted price, 8,000 KRW off the regular price, from the 13th to the 26th.

A Lotte Mart representative said, "As demand for home-cooked meals continues to increase, more customers are seeking new rice varieties," adding, "We plan to continuously introduce new rice varieties developed domestically in the future."