[Asia Economy Reporter Moon Hyewon] The food industry has become deeply fascinated with unique and fiery flavors, including the Carolina Reaper, which is 150 times spicier than Cheongyang chili peppers, and the Bhut Jolokia, ranked as the world's second spiciest chili pepper. As people seek even spicier tastes to relieve the stress accumulated during the exhausting summer marked by COVID-19 and heatwaves, marketing for 'unique spicy flavors' is in full swing.
On the 29th, Crown Confectionery launched 'C Corn Chip Hot Mexican Jalapeno,' a corn chip seasoned with the spicy flavor of authentic Mexican jalapeno. The new product, which combines the sweet corn flavor unique to corn chips with the taste of jalapeno, reminiscent of Mexican cuisine, was developed based on the popularity of spicy snacks as beer accompaniments.
Jalapeno is a Mexican chili pepper known for its strong spiciness, thick flesh, and crunchy texture. It is mainly used as a pickled chili pepper served with Western dishes. It is low in calories and rich in vitamins, minerals, and dietary fiber, delivering a gradually building spiciness.
Daesang Jongga introduced 'Nuclear Spicy Kimchi' made with Haneulcho, which is ten times spicier than Cheongyang chili peppers. Haneulcho is the most widely cultivated chili pepper variety in Asia and is also known as 'Vietnam chili.' It is called Haneulcho because it grows looking up at the sky. It is said to have a strong but addictive spiciness that pairs well with dishes like Sundaeguk (Korean blood sausage soup).
The franchise industry is also paying attention to spicy flavors. KFC's 'Hot Tong Samgyeop Bacon Burger,' launched last month, became the second best-selling burger at KFC within a week of its release. The burger features a long and thick slab of pork belly bacon, a large chicken fillet, and a smoky blend of Carolina cream and smoky mustard sauce. The Carolina Reaper is a cultivated variety of chili pepper from the Capsicum chinense species. Famous for being 150 times spicier than Korea's Cheongyang chili pepper, it was registered in the Guinness World Records in December 2013 for its intense heat. It is characterized by its red, wrinkled appearance and small tail.
No Brand's 'Daebak Ramen Ghost Pepper Spicy Chicken' features Bhut Jolokia, the world's second spiciest chili pepper, recreating a 'shocking spiciness.'
Bhut Jolokia is an Indian chili pepper variety, also called 'Bih Jolokia,' combining the words for 'ghost pepper' or 'poison' ('Bih'), reflecting its intensely spicy flavor that can overwhelm the senses. It is over 100 times spicier than Cheongyang chili peppers. In 2010, the Indian military manufactured grenades using Bhut Jolokia for counterterrorism operations. Portable sprays made from it are used by Indian women for self-defense.
Daebak Ramen Ghost Pepper was first launched overseas in 2019, gaining great popularity by showcasing Korean spicy flavors in the global market. Starting in Malaysia, it expanded to 16 countries including China, the United States, New Zealand, and South Africa, and sold about 7 million units last year, successfully establishing itself in the market.
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