"London Bagel Museum? Collaboration Using Seosan Powdered Rice in Seongsimdang Products"
Hyundai Construction has taken a full-scale step to commercialize powdered rice products cultivated in the Seosan Reclaimed Land by partnering with renowned domestic bakeries to revitalize powdered rice. Hyundai Construction announced on the 17th that it recently signed separate business agreements with 'LBM' (hereinafter London Bagel Museum), which operates the London Bagel Museum, and 'Rosso' (hereinafter Seongsimdang), which operates Seongsimdang, with the purpose of 'expanding powdered rice bakery products from Seosan Reclaimed Land.'
Last year, Hyundai Construction signed a business agreement with the Ministry of Agriculture, Food and Rural Affairs to establish smart bio infrastructure in the Seosan Bio-Wellbeing Research Zone and to activate K-agriculture. Based on this agreement, a large-scale smart farm for nurturing young farmers is being established in the Seosan Reclaimed Land, and a strategic crop cultivation complex of 100,000 pyeong is being created on farmland to produce powdered rice. In the future, the cultivation complex will be expanded to 200,000 pyeong to increase powdered rice production, and the overall management of powdered rice production, including cultivation and milling, will be entrusted to Hyundai Seosan Farm.
According to this business agreement, Hyundai Construction will provide 5 tons of Seosan powdered rice annually for three years to London Bagel Museum and Seongsimdang, and each company will utilize it for research, development, and production of bakery products.
London Bagel Museum is recognized as a leading figure in the domestic bagel craze. It operates a total of five stores, including the Anguk branch where Hyundai Construction’s headquarters is located, as well as Dosan, Jeju, Jamsil, and Suwon. In a survey by the restaurant reservation application Catch Table, it was ranked first in 2023 for the highest number of waiting reservations. On the 11th, it introduced a new product made with Seosan powdered rice called ‘Sweet Red Bean Rice Bagel’ for the first time at Starfield Suwon, and plans to gradually expand products and sales stores using Seosan powdered rice.
Seongsimdang is a representative bakery brand in Daejeon with nearly 70 years of history. It has gained nationwide popularity, becoming the first single bakery brand to surpass 100 billion KRW in annual sales. In August last year, it launched Chocomi (米) Madeleine and Salmi (米) Chiffon using powdered rice, and since May this year, it has been using Seosan powdered rice to make Chocomi Madeleine. The Chocomi Madeleine made with Seosan powdered rice is sold at all Seongsimdang branches.
A Hyundai Construction official stated, “Through collaboration with renowned domestic bakeries, we aim to contribute to the revitalization of powdered rice by targeting tastes that span generations and cultures, from the MZ generation to middle-aged and elderly people, as well as foreigners.” He added, “In preparation for climate change, food security, and aging, we will maximize agricultural competitiveness and discover various business models so that the Seosan Reclaimed Land can establish itself as a forward base for future food resources.”
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