Shinsegae Department Store Launches Own Hanwoo Brand... Quality Up with Direct Sourcing

Selection of Cows Under 60 Months
Handling Only Individuals Weighing 320~400kg
Future Launch of Pork Brand Planned

Logo of Hanwoo Cow Brand.
[Photo by Shinsegae Department Store]

Shinsegae Department Store announced on the 14th that it will introduce its own premium Korean beef brand, ‘Amso Hanwoo,’ the first of its kind in the industry.

According to Shinsegae Department Store, after operating direct-purchase Hanwoo for the past two years, it was analyzed that customers prefer lean meat with less marbling of grade 1 the most. Accordingly, they select female cows (amso) under 60 months old that have given birth four times or fewer, and only handle individuals weighing between 320 and 400 kg. Additionally, to maintain optimal freshness until just before cooking, they insist on products with bright pink meat color and carefully select only parts with fat color close to milky white to maximize the mild taste.

The product share of Amso Hanwoo will be expanded to up to 80 heads per month, which is about 50% of the volume purchased directly. This doubles the previous volume, aiming to offer excellent quality Hanwoo to more customers at reasonable prices.

They will also hold promotional events to celebrate the launch of their own Amso Hanwoo brand. Special events such as “Cattle Slaughter Day” or “Hanwoo Day” will be planned every month to introduce high-quality Amso Hanwoo at special prices.

Shinsegae Department Store plans to enhance product competitiveness by launching its own pork brand in the future. A Shinsegae Department Store official said, “We will do our best to introduce the highest quality products at reasonable prices through differentiated product branding.”