CJ CheilJedang's 'Gourmet Sobaba Chicken' Sales Surpass 100 Billion KRW... "Overcoming Frozen Chicken Limitations"

1 Year and 6 Months After Launching Soy Honey in April Last Year
Applied Sauce Coating to Eliminate Sogginess and Achieve Crispiness

The popularity of CJ CheilJedang’s ‘Gourmet Sobaba Chicken’ continues to soar.

CJ CheilJedang announced on the 15th that Gourmet Sobaba Chicken surpassed cumulative sales of 100 billion KRW as of the end of last month. This milestone was reached 1 year and 6 months after the launch of ‘Soy Honey’ in April last year. A CJ CheilJedang representative said, "Considering the sharp increase in sales of the ‘Seasoned’ variant released as a follow-up in March this year, even greater growth is expected going forward."

Gourmet Sobaba Chicken is a product that applies CJ CheilJedang’s independently developed ‘sauce coating’ technology to eliminate the sogginess typical of frozen chicken and achieve a freshly fried, crispy texture comparable to that of specialty stores.

In particular, the Soy Honey, coated with a special soy sauce, perfectly captures the harmonious ‘sweet and salty’ flavor that was previously only available at restaurants, bringing significant change to the domestic frozen chicken market, which had been centered on nuggets and fried chicken. Especially amid the value-for-money trend, it gained explosive popularity from the start by word of mouth for its ‘taste quality comparable to specialty stores.’

CJ CheilJedang plans to leverage its domestic success to expand globally. The company intends to introduce the product to major overseas markets soon and focus on nurturing it as the next-generation K-food following dumplings.

Meanwhile, CJ CheilJedang has released a new digital campaign video for Gourmet Sobaba Chicken. The commercial features actor Kim Sung-cheol, portraying a fresh and exciting love story centered around crispiness. Notably, the crisp sound effects inserted during the dialogue between the two leads in the ad use the actual sound of Sobaba Chicken, vividly expressing its exceptional crispiness.

Alongside this, various consumer promotions have been prepared. From October through November, a discount event for Gourmet Sobaba Chicken will be held at major online malls including CJ CheilJedang’s official mall ‘CJ The Market.’ Starting October 30, CJ The Market will run the ‘Any Crispy Festival’ event for three weeks, where participants fill in hidden lines embedded in the crispy sounds featured in the campaign video.

Kim Ji-eun, head of the Gourmet brand team at CJ CheilJedang, said, “Gourmet Sobaba Chicken’s differentiated taste quality, which overcomes the limitations of frozen chicken, has earned great love from consumers in a short time,” adding, “We will continue to strive to introduce new products that meet consumer needs.”