Cabbage Kimchi Sales Exceed 700 Million Won in One Month
Home Shopping 1st and 2nd Rounds Sold Out... Online Sales Rise Due to Word of Mouth
Seasonal Kimchi Launches Added, Including Chonggak Kimchi and Baek Kimchi
Challenging the 1.4 Trillion Won Domestic Kimchi Market
Lotte Hotel & Resort, which has entered the domestic kimchi market as a latecomer under the trusted 'Lotte Hotel' brand, is showing results beyond expectations in the early stages of its launch. Having taken a successful first step with its napa cabbage kimchi, Lotte Hotel & Resort plans to expand its presence by consecutively launching seasonal kimchis such as chonggak kimchi and baek kimchi to target the 1.4 trillion KRW domestic kimchi market.
According to the distribution industry on the 20th, Lotte Hotel & Resort's napa cabbage kimchi has exceeded internal expectations by generating sales of over 700 million KRW within just one month of its launch.
First introduced on the official Lotte Hotel & Resort e-shop on the 9th of last month, the napa cabbage kimchi was featured twice on Lotte Home Shopping's flagship program, the 'Choi Yura Show,' on the 12th and 16th of last month. Within 15 minutes of the broadcast, not only the home shopping stock but also the inventory initially planned for sale on the official Lotte Hotel e-shop were completely sold out. Following the home shopping sales, word of mouth spread, and orders continued to increase steadily through the Lotte Hotel e-shop even after the broadcast, resulting in sales exceeding 700 million KRW in just over a month since launch.Lotte Hotel & Resort stated, "Priced at around 70,000 KRW for 9 kg, which is relatively expensive compared to regular kimchi sold in the market, and considering that this is the first kimchi product attempted by Lotte Hotel, it was difficult to predict the initial response, but the reaction exceeded expectations."
Recently, consumers tend to prioritize value in trusted brands, raw materials, and flavors crafted by hotel chefs, even at relatively higher prices. Lotte Hotel & Resort analyzed that the trust in the Lotte Hotel brand, premium ingredients, and word of mouth from customers who have personally experienced the product contributed to the early sales growth.
Lotte Hotel kimchi underwent over a year of development and tasting by more than 2,000 people. The focus was on creating a clean, refreshing, and healthy taste. Based on a unique recipe, over 30 high-quality ingredients were blended to enhance the kimchi's completeness. Seasonal napa cabbages sourced from optimal regions such as Yeongwol in Gangwon Province and Haenam in Jeollanam-do, red pepper powder made from nutritious peppers harvested from fields directly managed by Lotte Hotel, top-grade salted seafood including anchovy and yellow croaker jeotgal, freshly frozen raw shrimp caught at sea, and sun-dried salt from Sinan that has been desalinated for four years were used in the seasoning. Natural ingredients such as tomato, hydrangea leaf tea, pear, and plum were added to bring out umami and sweetness. Additionally, the flavor was enhanced by the touch of Executive Chef Kim Song-gi, who has been recognized as a Master Chef of Korea. A special broth made by simmering dried pollack, barley shrimp, shiitake mushrooms, and kelp is the secret broth of Lotte Hotel chefs.
The domestic kimchi market, estimated at 1.4 trillion KRW, is currently fiercely competitive among many food companies. In the hotel industry, Chosun Hotel & Resort and Walkerhill have previously introduced kimchi products. Although Lotte Hotel & Resort is a latecomer, it plans to compete on taste by leveraging the 44 years of gourmet experience of Mugunghwa, the longest-standing Korean restaurant in a domestic hotel. Based on the success of its napa cabbage kimchi, Lotte Hotel & Resort intends to introduce seasonal kimchis such as chonggak kimchi and baek kimchi, while also diversifying the weight options of the napa cabbage kimchi, currently offered in 9 kg, to broaden consumer choices.
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