Emart Offers Discount on 'Bangeo Muchimhoe'... "Providing a New Gourmet Experience"

Adding Seasoned Sauce for Mixing to Fresh Fish Sashimi Based on Live Fish

Emart announced on the 7th that it will offer a discount on "Bangeo Muchimhoe," a seasoned raw yellowtail dish developed in collaboration with a sauce specialty company, until the 14th, just in time for the yellowtail season.

Bangeo Muchimhoe consists of fresh raw fish based on live fish, a special sauce for muchimhoe, and vegetables, designed to serve 3 to 4 people. In particular, the raw fish is yellowtail raised in Geoje and Tongyeong, processed by partner companies, and delivered to stores in fillet form to enhance freshness. The company explained that the fillets are then cut in-store and assembled with sauce and vegetables in trays dedicated to muchimhoe as part of the product preparation process.

E-Mart's newly launched seasoned yellowtail sashimi. Photo by E-Mart

Emart explained that the development of the muchimhoe category was inspired by the annual increase in raw fish sales. In fact, Emart's raw fish sales rose by 17% in 2022 compared to the same period the previous year, increased by 5% last year, and are showing double-digit growth of 16% this year.

This Bangeo Muchimhoe is based on the "Signature Family Muchimhoe" launched in the first half of this year. The Signature Family Muchimhoe established a basic recipe using two main ingredients, flatfish sekko-shi and rockfish, and added fish species tailored to the commercial district of each Emart store. This strategy resulted in sales of about 30,000 packs over five months, proving the growth potential of muchimhoe.

Kim Sang-min, Emart’s Raw Fish Category Manager (CM), said, "Emart is discovering various products using raw fish, including mulhoe (cold raw fish soup), hoe-deopbap (raw fish mixed rice), and muchimhoe, to offer new gourmet experiences. We will continue to strive to enhance Emart’s unique freshness competitiveness through the development of new products."