"Different from Ottogi's Korean-style Jjajang"... 'Chao Chai' Said to Be a Level Above

Sempio Launches 'Modern Chinese Cuisine' Brand
Introducing Global Chinese Gourmet Flavors through Sauces and Ready Meals
Collaboration with 'Chinese Cuisine Master' Chef Yeo Kyung-ok and Others

"Most of Ottogi and Pulmuone's Jjajang and Mapo dishes are Korean-style. To beat these top brands, you need to offer a superior product. Sempio's 'Chao Chai' Jjajang and Mapo have a different level of taste."

Seo Dongsun, Head of Marketing at Sempio, said this on the 2nd at the new brand Chao Chai launch briefing held at the headquarters in Chungmuro, Jung-gu, Seoul. Chao Chai, which promotes itself as 'Modern Chinese Cuisine,' is a brand that presents beloved Chinese gourmet dishes from around the world such as New York, Hong Kong, Paris, and Seoul through cooking sauces and convenient meals.

It features dishes like Dongpah Yuk, Gochu Japchae, and Mala Xiang Guo, which were difficult to make at home, allowing you to cook delicious meals in 5 to 8 minutes with everyday ingredients faster than waiting in line at a popular restaurant or ordering delivery.

Seo said, "Koreans often go to Chinese restaurants to celebrate occasions like school entrance, graduation, or birthdays, but except for Jjajangmyeon, most dishes cost around 40,000 to 50,000 won," adding, "With Chao Chai, you can enjoy delicious and convenient Chinese cuisine from around the world at home."

In fact, Dongpah Yuk, considered a high-end Chinese dish, can be enjoyed faster than delivery by just preparing 'Chao Chai Dongpah Yuk Stir-fry Sauce,' pork belly, and bok choy. Simply pour the 'Chao Chai Dongpah Yuk Stir-fry Sauce' over grilled pork belly, stir-fry, and then add bok choy to complete the dish. In about 10 minutes, you can make Dongpah Yuk infused with a rich five-spice flavor. Also, stir-frying pork, onions, and bell peppers with 'Chao Chai Gochu Japchae Sauce' creates Gochu Japchae harmonizing the savory aroma of scallion oil and the deep taste of oyster sauce.

It took a full five years from conceptualizing Chinese cuisine to launching Chao Chai. Although Sempio had a solid foundation in Korean cuisine, it was late to enter the Chinese food market. Seo recalled, "Chinese cuisine varies in taste depending on spices, sauces, cooking methods, and regions. Researching even the globally reinterpreted Chinese cuisine took five years."

Seodongsoon, Head of Marketing Division at Sempio

To realize Chinese gourmet flavors from around the world tailored to Korean tastes, Sempio's Chao Chai research team studied ingredients and cooking methods. They also collaborated with 'Chinese cuisine masters' including Chef Yeo Kyungok, Chef Lee Taegyu, Chef Choi Hyeongjin, and Professor Shin Gyesook. Additionally, through overseas branches, they secured top-grade spices such as Pixian Doubanjiang, Huajiao, and Maza from Sichuan, China.

The sales forecast for this year is 30 billion won, with a future goal of 100 billion won in annual sales. Seo said, "The core target consumers are those aged 35 to 45, from homemakers to gourmets, who want to enjoy new dishes at home."

Sempio has pursued cultural diversity as a core value by respecting each country's food culture, offering gourmet products from around the world including Korean cuisine (Saemine Kitchen), Western cuisine (Fontana), and Asian food (T'Asia). Seo said, "After traveling around the world, we finally introduce Chao Chai to your table," adding, "Enjoy the splendid taste of Chinese gourmet cuisine with just everyday ingredients through Chao Chai."