Seven Eleven's 'Matjangwoo' Ready Meal Released with Lee Jang-woo Gains Popularity

Highly Praised for Taste and Quantity, 1.5 Million Units Sold in One Month

Seven Eleven, in collaboration with actor Lee Jang-woo, has launched the ‘Mat Jang-woo’ ready-to-eat meals, capturing the hearts of 'Pyeondo-jok' (people who rely on convenience store meals for their food).

In March, Seven Eleven appointed actor Lee Jang-woo as the 2024 model for their ready-to-eat meals and officially launched five products under the concept of ‘Disarmed by Taste, Mat Jang-woo,’ including lunch boxes, gimbap, and triangular gimbap. Since its launch, Mat Jang-woo ready meals have ranked number one in the lunch box, gimbap, and triangular gimbap categories, selling a total of 1.5 million units within a month. Additionally, during a Naver Shopping Live event with actor Lee Jang-woo, about 16,000 Mat Jang-woo ready meals were sold within one hour.

The secret to the popularity of Mat Jang-woo ready meals lies in the menu composition, generous portions, and the taste developed through in-depth discussions with Lee Jang-woo. The Mat Jang-woo lunch box features Korea’s favorite meal menus with a more abundant variety of side dishes. The Mat Jang-woo gimbap includes four more rice balls than regular gimbap, making it more filling. The Mat Jang-woo triangular gimbap also increased its weight by about 35% compared to regular triangular gimbap.

In April, Seven Eleven also released the ‘Mat Jang-woo Large Portion Bibimbap,’ increasing the portion size of their popular steady-seller Jeonju-style bibimbap by up to 30%. The Mat Jang-woo Large Portion Bibimbap is made with premium Samgwang rice, eight healthy toppings, a fried egg, gochujang, and sesame oil, yet it lowered the price per gram by 6.4% compared to the existing Jeonju-style bibimbap, increasing quantity while minimizing price burden.

Park Dae-sung, head of the Seven Eleven Food Team, explained, “Due to recent lunch inflation, customers seeking convenience store ready meals are looking for products that satisfy both taste and quantity for a full meal.”