Combining Peacock Know-How with Korean Folk Village Worldview
Unique Products Like Gobong Popcorn and Gonjang Tteokbokki Launched
Emart announced on the 31st that its private brand (PB) 'Peacock' is collaborating with Korean Folk Village to launch a new gourmet series called 'Joseon Gourmet'.
Korean Folk Village is the largest traditional culture theme park in Korea, attracting 1.5 million visitors annually, and celebrated its 50th anniversary this year. Among all visitors, 51% are in their 10s and 30s. The remaining visitors consist of 31% in their 40s and 50s, and 18% in their 60s and 70s, making it a strength that the park offers content enjoyable for all age groups.
The five types of Joseon Gourmet foods being introduced this time are all inspired by Korean Folk Village. First, the 'Market Mushroom Doenjang Sulbap' inspired by the tavern market soup rice is a hearty meal made by simmering well-fermented doenjang, mushrooms, and vegetables for a long time. The price is 5,980 KRW for 2 servings (460g).
Four types of snacks that add the charm of Joseon to modern flavors are also being released. The 'Gonjang-flavored Spicy Cheese Tteokbokki (635g, 6,980 KRW)', which features a spicy taste reminiscent of the Joseon-era punishment called gonjang, includes rice cakes, ramen noodles, fish cakes, and cheese in a special sauce made from three types of chili powder. In addition, ▲ 'Gobong Popcorn Honey Rice Cake Flavor' (400g, 5,980 KRW), shaped like a piled-up rice bowl with a honey rice cake flavor ▲ 'Saechan Glutinous Rice Donuts' (300g, 6 pieces, 4,980 KRW), made with domestic glutinous rice skin filled with whole red bean paste ▲ 'Round Moon Sorghum Red Bean Hotteok' (400g, 4 pieces, 5,980 KRW), shaped like the full moon of Jeongwol Daeboreum and filled with sorghum red beans, are also being launched together.
Emart's collaboration with Korean Folk Village came as interest in traditional culture among younger generations grew. Amid rising interest in K-culture, the project was initiated to offer Peacock's food products that resonate with the 10s and 20s generations who find traditional culture 'hip'.
To commemorate the launch, Emart will hold a promotion from the 2nd to the 14th of next month, offering a 20% discount on all products when Shinsegae points are accumulated. Additionally, customers who join the 'Peacock Club' within the Emart app and purchase more than 20,000 KRW of Joseon Gourmet products and enter the event will be entered into a draw to win limited edition lacquered mother-of-pearl tables and Korean Folk Village invitation tickets.
At Starfield Suwon, a pop-up store will be held on the first floor Tower Atrium for three weekend days from August 2nd to 4th. The pop-up store, themed 'Time Slip to the Joseon Dynasty,' will offer tastings of Joseon Gourmet products along with games such as spicy tteokbokki gonjang hitting and a test to find your Joseon Dynasty taste type. Events featuring Korean Folk Village character actors will also be held, giving away prizes such as Korean Folk Village invitation tickets and character sticker goods.
Yoo Young-eun, the person in charge of Emart Peacock, said, "Joseon Gourmet is a new gourmet series that combines the Joseon Dynasty worldview of Korean Folk Village with Peacock's product expertise," adding, "We hope Peacock Joseon Gourmet will be an opportunity for all generations to connect and communicate through nostalgic flavors."
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