[Asia Economy Reporter Song Seung-yoon] Fresh Easy announced on the 1st that it has launched three types of 'HIPBOP Mapster Cupbop,' a collaboration with 'CUPBOP,' famous for Utah Cupbop.
Last month, Fresh Easy signed a business agreement with CUPBOP to jointly develop global ready-to-eat products and supply them to domestic and overseas markets. This product is the first to be released after the business agreement.
CUPBOP is a Korean-American startup in the United States that started its business as a food truck in Utah and is also called 'Utah Cupbop.' Having succeeded in localizing Korean-style cupbop, it has grown into a global Korean food franchise with 36 stores in the U.S. and 109 stores in Indonesia.
HIPBOP Mapster Cupbop features large-cut ingredients combined with exotic chili mayo sauce tailored to Western consumers' tastes. In addition to the basic sauce, a spicy Mapster sauce is separately included, allowing customers to adjust the spiciness according to their preference. The package design reflects the identity of CUPBOP stores. The products come in three varieties: 'Beef Japchae Fried Rice' with a savory and mild flavor, 'Pork Japchae Fried Rice' with a rich taste, and 'Spicy Chicken Galbi Japchae Fried Rice' with a spicy umami flavor. The products will be introduced sequentially through offline channels such as convenience stores, starting with online sales channels including Fresh Easy’s own mall.
A Fresh Easy official said, "It is significant that we are introducing a locally proven successful product back to domestic consumers," adding, "We hope customers can conveniently enjoy the familiar yet exotic flavors that have captivated Western and Southeast Asian customers."
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