CU Partners with Baek Jong-won’s ‘Richun Market’ to Introduce Malatang and More

Convenience store industry leader CU announced on the 25th that it will collaborate with CEO Baek Jong-won to launch five types of RMR (Restaurant Meal Replacement) ready meals in partnership with The Born Korea's Chinese pub brand Richun Market.

This Richun Market ready meal series consists of five items including lunch boxes, gimbap, hamburgers, and cooked noodles, primarily utilizing Richun Market's signature sauce, the mala sauce tailored to Korean tastes.

'Baek Jong-won Malatang (6,900 KRW)' features a special mala sauce with nine toppings including pork, offering a cost-effective way to enjoy malatang. 'Baek Jong-won Mala Mapo Tofu (5,000 KRW)' is a lunch box combining fluffy egg vegetable fried rice with mala-flavored mapo tofu stir-fry and includes fried dumplings. 'Baek Jong-won Mala Yubu Samgyeop Gimbap (3,200 KRW)' and 'Baek Jong-won Mala Stir-fried Noodles (4,900 KRW)' use toppings made by stir-frying pork with Richun Market's mala sauce. 'Baek Jong-won’s Yuringi Burger (3,900 KRW)' contains a thick whole chicken thigh patty coated with exotic spicy yuringi sauce and enhanced with Thai chili paste for a chewy texture.

The reason CU is focusing on launching RMR ready meals is that products released in collaboration with popular restaurants have gained great popularity due to their high cost-effectiveness and quality amid rapid inflation. Since last year, CU has launched RMR products in collaboration with popular restaurants such as Tokkijung and Hwahaedang, with Tokkijung’s ready meals surpassing 500,000 cumulative sales within just one month of release.

Hwang Ji-seon, head of the ready meal team at BGF Retail, said, “We have launched Chinese cuisine ready meals that can be enjoyed comfortably alone through collaboration with Richun Market,” adding, “We plan to continue releasing RMR products so that customers can enjoy signature dishes from popular restaurants at convenience stores near their homes.”

Meanwhile, CU plans to introduce two types of local cooperative beers made by CEO Baek Jong-won using regional specialties (Sangju Honey Pear Bubble, Yeongdong Grape Bubble) on the 1st of next month. These products were first showcased at the ‘2023 Yesan Beer Festival’ held over three days starting September 1 this year.