[Gochang=Asia Economy Honam Reporting Headquarters Reporter Kim Jaegil] Red beans from Gochang, Jeonbuk, are gaining sensational popularity as they are used in a limited edition new product made by the global cereal company Kellogg's.
According to the county and Nongshim Kellogg's on the 7th, they launched 'Chex Red Bean Flavor' using 100% domestically produced red beans from Gochang starting this month.
The red bean flavored cereal captures the flavor of red beans as is, and includes white marshmallows reminiscent of small rice cake balls, evoking the nostalgic taste of sweet and rich red bean porridge that grandmothers used to make by hand during childhood.
In particular, the advertisement featuring actor Kim Young-ok and foreign DJs with the backdrop of Gochang's fields and cultivators humorously introduces the charm of pristine Gochang, creating a big sensation. Villagers directly recruited on site also appeared joyfully, bringing great laughter.
The advertisement was filmed last month in Chilam-ri, Gong-eum-myeon, and Gong-eum-myeon is known as the largest production area in Jeonbuk for upright red beans (Arari) led by Kim Bok-seong, a master of soybean cultivation.
Seo Ji-hye, deputy head of marketing at Nongshim Kellogg's, said, "We filmed for over 12 hours from 7 a.m., and thanks to actor Kim Young-ok as well as the village chief and residents who happily participated, we were able to produce a high-quality video."
Earlier this year, Paris Baguette and Baskin Robbins released new products using Gochang peanuts, such as a rice cracker set and ice hotteok, respectively, continuing the trend of Gochang's agricultural specialties being used as raw materials for new products by domestic food companies.
The county has mountains, fields, sea, rivers, and mudflats, making it easy to procure fresh raw materials.
Also, special crops such as watermelon, bokbunja (Korean black raspberry), melon, sweet potato, peanut, and red bean, which are difficult to cultivate in other cities or counties, are grown here, making it a stable testbed for food companies aiming to showcase 'special flavors.'
Moreover, it is rare for a county to have three highway interchanges (Seonunsan, Gochang, Namgochang), facilitating convenient distribution.
County head Yoo Ki-sang said, "The county is promoting the agricultural life food industry as the top priority policy of the county administration. Food companies will increase added value through stable raw material procurement, and farmers will benefit from expanded sales channels and increased income due to the rise in domestic agricultural product purchases."
Gochang=Asia Economy Honam Reporting Headquarters Reporter Kim Jaegil gjg7070@asiae.co.kr
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