Hyundai Card & Emart Launch 'Jeong' Doenjang Ramen
A Joint Creation by Vice Chairmen Jeong Tae-young & Jeong Yong-jin
[Asia Economy Reporter Ki Ha-young] Hyundai Card has launched a Doenjang Ramen meal kit in collaboration with Emart. This is the result of a collaboration between Chung Tae-young, Vice Chairman of Hyundai Card, and Chung Yong-jin, Vice Chairman of Shinsegae Group. Beyond the Emart-exclusive Private Label Credit Card (PLCC), the new initiative by the two companies is attracting attention.
According to Hyundai Card and Emart on the 2nd, the meal kit-style Doenjang Ramen called 'Jeong'deun Doenjang Ramen' has started selling. This ramen was introduced by Vice Chairman Chung Tae-young, who shared his own recipe for Doenjang Ramen during a meeting to discuss the Emart PLCC, and Vice Chairman Chung Yong-jin responded positively after tasting it, leading to the product's creation.
In December last year, Vice Chairman Chung Tae-young visited the Hyundai Card Cooking Library and ordered Doenjang Ramen at Deli, the first-floor restaurant within the library. The chefs at the Cooking Library had prepared Japanese-style miso ramen, and Vice Chairman Chung suggested on the spot, "This is delicious, but how about making ramen using Korean doenjang?" A few days later, he shared his own Doenjang Ramen recipe on his Facebook page, and together with the chefs, they began developing a new Doenjang Ramen based on this recipe.
The chefs experimented for several months with over ten types of doenjang and numerous ramen varieties. During this process, they developed a special stir-fried chili paste to be used with the doenjang and ultimately created a dedicated seasoning sauce containing doenjang and all the ingredients for easy, one-step cooking. The completed Doenjang Ramen began selling at the Hyundai Card Cooking Library starting in April this year.
Although the Doenjang Ramen gained popularity through word of mouth at the Cooking Library restaurant, there were initially no plans to commercialize and sell it externally. However, when Vice Chairmen Chung Tae-young and Chung Yong-jin met for business and Vice Chairman Chung Yong-jin praised the ramen after tasting it, they began developing the meal kit version of the Doenjang Ramen. After more than four months of testing various ingredients and recipes suitable for the ramen, the teams from both companies completed the meal kit version called 'Jeong'deun Ramen' (Chung Tae-young Recipe x Chung Yong-jin Made).
Unlike Japanese-style ramen that mainly uses pork, 'Jeong'deun Doenjang Ramen' is based on Korean doenjang seasoning with plenty of high-quality beef, and is composed to be enjoyed with noodles, shiitake mushrooms, baby napa cabbage, and soft-boiled eggs. A Hyundai Card official said, "In pre-launch tasting tests, 'Jeong'deun Doenjang Ramen' was recognized for its high level of completion, with evaluations praising its rich doenjang broth and a spicy yet refreshing taste. Especially, the quality of the taste and ingredients is so high that it is expected to be a hearty meal rather than just a simple instant ramen."
The price of 'Jeong'deun Doenjang Ramen' is 12,800 KRW (for 2 servings), and it is available at Emart stores nationwide, Emart Mall, and SSG.com. During the month of October, it will be sold at a 30% discount, priced at 8,960 KRW when paid with Hyundai Card.
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