'Affordable Chicken Around 6000 Won'... Homeplus vs Emart In-Depth Comparison [Matjalal X File]

Emart Launches 6,480 Won Cost-Effective Chicken
Dangdang: Savory with Less Chicken Smell but Less Crispy
Amazing: Crispy but Batter Separates and Has Rancid Odor

Editor's Note[Matjjalal X-file] uncovers misunderstandings and truths about food.

Emart has launched an ambitious product to compete with Homeplus's steady-selling chicken, 'Dangdang Chicken.' The name is 'Amazing Perfect Chicken,' meaning it is perfect in both taste and price. In an era where franchise chicken prices exceed 20,000 won and approach 30,000 won, Emart confidently claims that Amazing Chicken fulfills the important mission of 'stabilizing grocery prices.' However, true cost-effectiveness is realized when the chicken tastes good. We tried Amazing Chicken ourselves to see if it can compete with Dangdang Chicken, which has sold over 10 million packs in two years since its launch.

Mission: Save the Chicken... Sold Out Immediately After Release

Homeplus Dangdang Chicken and Emart Amazing Perfect Chicken

On the 21st, the reporter visited Emart in the western Seoul area, where Amazing Chicken was sold three times a day at 10 a.m., 12 p.m., and 3 p.m., with 12 chickens available each time. After confirming this information on a blog, the reporter launched a so-called 'chicken run' at 11:40 a.m. to get the chicken. As a result of lining up quickly, there was only one person ahead. Ten minutes later, a waiting number was given, and the chicken was smoothly obtained. As rumored, it was sold out immediately after release. If I had come exactly at 12 p.m., I would have had to wait three more hours.

Afterward, I went to Homeplus in the western Seoul area to buy Dangdang Chicken. The sales times for Dangdang Chicken are 11 a.m., 1 p.m., 3 p.m., and 5 p.m., also selling 12 chickens each time. When I visited after 12 p.m., Dangdang Chicken was already sold out. Despite being on the market for two years, it still boasts strong popularity. I waited for the 1 p.m. sale and successfully purchased Dangdang Chicken as well.

First, in terms of price, Amazing Chicken wins. Amazing Chicken was sold for 6,480 won, while Dangdang Chicken was 510 won more expensive at 6,990 won.

Amazing Chicken Is 'Uneven'... Market-style Chicken vs. Franchise-style Chicken

Homeplus Dandang Chicken (left) and Emart Amazing Perfect Chicken (right)

After about half a day, I took out the chicken. Before reheating in the air fryer, I compared the appearance, including the size of the chicken. Both products used size 8 chickens weighing between 751 and 850 grams. However, the butchering method differed. Amazing Chicken was cut into 8 pieces, while Dangdang Chicken was divided into 10 pieces.

Let's compare the drumsticks first. Amazing Chicken had uneven drumsticks. Possibly due to the batter, one drumstick was noticeably smaller than Dangdang Chicken's, and the other was larger. For eating without awkwardness, Dangdang Chicken seems better. The batter was clearly different enough to distinguish the two chickens even when mixed. Amazing Chicken's batter was smooth like market-style fried chicken, whereas Dangdang Chicken's batter had thin particles attached roughly, making it look more like franchise chicken.

Biting Into the Drumstick... A Thorough Comparison of Plumpness, Brining, Texture, and Chicken Smell

Homeplus Dandang Chicken Drumstick (left) and Emart Amazing Perfect Chicken Drumstick (right)

At 190 degrees for 5 minutes, I reheated both chickens according to Emart's recommended air fryer method. I immediately bit into the drumstick. Despite using the same size chicken, the plumpness of the drumsticks differed. The drumstick of Amazing Chicken was too small to fill a bite. Contrary to Emart's explanation that 'the batter is thin to enhance crispiness,' the batter was actually thick. Since the drumstick was small but the batter thick, the chicken meat and batter easily separated like shedding skin. The batter itself was crispy, but some parts were so thick that it felt hard rather than crispy.

The drumstick of Dangdang Chicken was smaller than the size 10 chickens usually used by franchises but plumper than Amazing Chicken's. It was less crispy than Amazing Chicken, but the batter adhered well to the meat, making it easier to eat.

The brining was also different. Amazing Chicken's batter was salty, but the meat itself was not brined, so the flavors did not harmonize. Eating the chicken breast without batter felt bland, like boiled chicken. Because of this, a distinctive chicken smell was noticeable. Dangdang Chicken's brining was not strong but was saltier compared to Amazing Chicken, and the chicken smell was less. Both Emart and Homeplus use refrigerated chicken, but since the fried chicken is reheated at home, completely masking the chicken smell seems difficult. For both products, the separately sold pickled radish and sauce felt essential.

In summary, the steady seller Dangdang Chicken is the overwhelming winner. Although Amazing Chicken is cheaper, Dangdang Chicken won in perceived size, chicken smell, and brining. Texture preferences may vary. Of course, since Amazing Chicken is still new, quality control may differ by store. In fact, some YouTubers have evaluated that Dangdang Chicken smells stronger than Amazing Chicken.

After trying both supermarket chickens, I think they still cannot compare to freshly fried franchise chicken in terms of taste. The reason franchise chicken prices keep soaring despite the release of cost-effective chickens may lie here. Nevertheless, cost-effective supermarket chicken is a welcome presence amid high inflation. For Amazing Chicken to establish itself as a steady seller like Dangdang Chicken, it will need to improve quality further for sustainable sales.