Collaboration with Leading Reggae Musicians... Production of Music Tracks and Music Videos Related to New Product
Caribbean-style Jerk Sauce Harmony... Sharp Spicy Flavor and Sweet Savory Umami
[Asia Economy Reporter Moon Hyewon] Genesis BBQ announced on the 7th that it will launch a new product, 'Jamaica Sotteokmanna Chicken,' in the second half of this year and target Generation Z with marketing efforts including collaborating with representative reggae musicians to produce songs and music videos related to the new product. Generation Z refers to the young generation born from the mid-1990s to the early 2000s.
Jamaica Sotteokmanna Chicken features the unique crispiness and rich juiciness of golden olive oil combined with exotic Caribbean-style jerk sauce, offering a sharp spiciness and a sweet and savory umami flavor that stimulates the palate. Inspired by the popular side menu 'Sotteok Sotteok' among customers in their teens and twenties, it uses chewy and plump rice cakes and sausages as toppings, providing an experience that surprisingly harmonizes with the flavor of the jerk sauce.
Jamaican jerk sauce is a popular ingredient used as a barbecue sauce applied to meat in the Caribbean and Latin American regions, which are gaining attention as vacation destinations. BBQ's Jamaican jerk sauce is based on spices that make up traditional Jamaican jerk sauce, such as coriander, nutmeg, cumin, clove, pepper, and honey. Additionally, it incorporates a touch of spicy Cheongyang chili pepper to suit Korean tastes, creating a rich and uniquely sharp flavor.
To coincide with the launch of this new product, BBQ utilized the retro sensibility currently trending among Generation Z and newly produced reggae music with a modern touch, inspired by the BBQ commercial song sung by actress Shin Aera, who was a BBQ model in 2006. The song titled 'Reggae Manna Jamaica' will also be produced as a music video featuring Skull and Kunta, who are considered leading figures in Korean reggae music. It will be released on the music-focused YouTube channel 'Dingo Freestyle' on the 17th of this month.
BBQ stated, "Jamaica Sotteokmanna Chicken is the result of consolidating the excellent product capabilities that BBQ has built over a long time," adding, "The concept was established based on big data of purchasing tendencies of Generation Z consumers using the BBQ application (app), and thorough preparation was undertaken."
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