"Kimchi Fried Rice with Nurungji"... GS25 Launches 'Omori Kimchi Fried Rice Nugooji?'

GS25 has launched a private brand (PB) product called 'Omori Kimchi Fried Rice Nurungji?', which is kimchi fried rice made with crispy scorched rice.

[Asia Economy Reporter Lim Chunhan] GS25 announced on the 17th that it has launched a private brand (PB) product called ‘Omori Kimchi Bokkeumbap Nugugi?’ which is kimchi fried rice made into crispy scorched rice.

This product is a scorched rice snack made by pressing kimchi fried rice, made using Omori kimchi and Annanmi rice commonly used in Nasi Goreng (Indonesian fried rice), onto a cast iron plate. It is made into three round-shaped scorched rice pieces, equivalent to one bowl of kimchi fried rice, allowing consumers to enjoy both the spicy taste of kimchi fried rice and the savory flavor of scorched rice at the same time.

GS25 named the product ‘Omori Kimchi Bokkeumbap Nugugi?’ to convey the dual characteristics of kimchi fried rice and scorched rice, as well as a pun on the word nugugi, aiming to provide fun and uniqueness to the MZ generation so that the name is hard to forget once heard.

A GS Retail official said, “This product was developed recalling the memory of grilling meat on an iron plate and then spreading kimchi fried rice thinly to make scorched rice,” adding, “We will continue to launch differentiated products that allow customers to feel freshness.”