"Is This Really for Emergencies?" 3rd Generation Instant Rice 'Hetban Sotbap' Released

Paradigm Shift in Instant Rice Market, Hetbahn Enhances Quality
Six Innovative Technologies Patented, Transformed into Bowl-Shaped Container
3.4 Billion Units Sold Since 1996 Launch, 550 Billion KRW Revenue Last Year

[Asia Economy Reporter Lim Hye-sun] CJ CheilJedang has initiated a paradigm shift in the instant rice market through technological innovation. CJ CheilJedang has introduced 'Sotbap,' the third-generation premium Hetbahn following 'Hetbahn,' which opened the era of buying plain cooked rice, and 'Cupbap,' a convenient meal replacement with improved rice quality.

'New Aseptic Rice Process' Innovative Technology

CJ CheilJedang announced on the 1st that it has launched the instant nutritious Sotbap brand 'Hetbahn Sotban.' 'Hetbahn Sotban' consists of varieties such as ‘Root Vegetable Nutritious Rice,’ ‘Mushroom Nutritious Rice,’ ‘Whole Grain Rice,’ and ‘Honey Yakbap.’ It is made by adding whole ingredients like mushrooms, lotus root, sweet potatoes, chestnuts, and pumpkin seeds to rice water flavored with boiled mushrooms, radish, and cinnamon.

'Hetbahn Sotban' incorporates CJ CheilJedang’s innovative technology called the 'New Aseptic Rice Process.' Over the past decade, differentiated research and development (R&D) has applied a higher level of sterilization technology. Unlike rice, grains, mushrooms, vegetables, and nuts have a higher likelihood of microbial survival, making them difficult to produce as instant rice until now. This innovative technology overcame these challenges and succeeded in product commercialization.

The cooking process also introduced ‘moisture content and heat treatment optimization technology,’ allowing the texture of the raw ingredients and the stickiness of the rice to be fully preserved. CJ CheilJedang has filed six patents related to the 'Hetbahn Sotban' product, the 'New Aseptic Process,' and the innovative technologies applied during manufacturing.

The container is designed in the form of a ‘bapgonggi’ (rice bowl) used at home to enhance eating convenience. Thanks to the strengthened sterilization power achieved through the 'New Aseptic Rice Process,' even the contents located deep inside the container are perfectly sterilized. This innovative technology enables storage at room temperature for nine months while maintaining excellent taste quality and stability. CJ CheilJedang aims to leverage the advantage of safely maintaining taste quality at room temperature for extended periods to expand exports overseas.

'National Brand' Hetbahn, Cumulative Sales of 3.4 Billion Units

Instant rice has established itself not as an 'emergency food' sought in urgent situations but as an 'everyday meal' that can be deliciously enjoyed anytime at home. The penetration rate of room-temperature instant rice in households (percentage of households purchasing at least once a year) is in the mid-30% range. This means that one out of every three Koreans consumes it. The fact that even the elderly have started eating instant rice indicates high growth potential. Hetbahn’s market share in the instant rice market reached 67.2% as of the end of last year, followed by Ottogi with 31.7%.

As of the end of last year, Hetbahn’s cumulative sales reached approximately 3.6 trillion KRW, with cumulative sales volume surpassing 3.4 billion units. The amount of Hetbahn sold over 24 years could circle the Earth, which has a circumference of 40,192 km, more than 10 times. The total amount of rice used so far amounts to 4.5 million gamani (traditional Korean rice measure). Last year alone, nearly 500 million units of Hetbahn were sold.

CJ CheilJedang began developing instant rice in 1989. In the early 1990s, as dual-income households increased in Korea, preference for convenient processed foods grew, and with the advancement of home appliances, refrigerators and microwave ovens became widespread. In this context, CJ CheilJedang focused on the market potential of rice. It was judged that demand for rice, a staple food, would inevitably increase. Based on market conditions and consumer dietary pattern analysis, CJ CheilJedang anticipated the arrival of the instant rice era and launched 'Hetbahn' in December 1996 after research and development.

The success and achievements of Hetbahn were based on overwhelming R&D capabilities and securing innovative technologies through proactive investment. This was the result of investing in differentiated product development based on Chairman Lee Jae-hyun’s management philosophy of "creating future food products that can look 10 or 20 years ahead." The core R&D technologies of Hetbahn are ‘same-day self-polishing technology,’ ‘aseptic packaged rice manufacturing technology,’ and ‘state-of-the-art packaging technology.’

Despite the annual decline in per capita rice consumption due to changes in national dietary habits, Hetbahn has established itself as a representative product that inherits Korea’s unique rice culture and contributes to revitalizing domestic rice consumption.