[Comprehensive Award] Ashley Queens and Nonghyup Distribution, Good Companies Melting the Price Freeze

Minister of Health and Welfare Award at the 2025 Asia Consumer Awards

Editor's NoteAsia Economy awarded the ‘2025 Asia Consumer Awards’ to distribution and food companies and brands that received consumer love last year. Now in its 19th year, the Asia Consumer Awards selects distribution companies that strive for consumer rights and convenience, and lead the development of the distribution consumer goods industry and trends of the times.

Ashley Queens and Nonghyup Distribution were selected as recipients of the Minister of Health and Welfare Award at the 2025 Asia Consumer Awards. Ashley Queens, a buffet restaurant brand under E-Land Eats, was recognized for enhancing customer satisfaction by offering affordable prices and excellent quality despite high inflation, while Nonghyup Distribution was acknowledged for its contribution to increasing sales of domestic agricultural products.

Ashley Queens, a buffet brand of E-Land Eats, operates 110 stores nationwide as of December last year. With the goal of 'providing the best dining experience to customers,' it continues efforts to improve customer satisfaction. Ashley Queens especially enhanced its proprietary app service and introduced VIP services to increase customer convenience. Through the Ashley app, customers can register for waiting lists via mobile without registering on-site, and VIP regular customers can even make same-day reservations, allowing convenient entry to the stores.

Ashley Queens is chosen not only by family customers but also by office workers for lunch gatherings and single-person households as a dining spot, offering a reasonable price of 19,900 KRW for weekday lunch. Last year, it achieved about a 70% increase in sales compared to the previous year.

Ashley Queens Hyundai Department Store Sinchon Branch. Provided by E-Land Eats

Ashley Queens Gasan Public Branch. Provided by E-Land Eats

E-Land Foundation and E-Land Eats jointly offer an internship program for youth preparing for independence. Provided by E-Land Eats

Ashley Queens is also leading social contribution efforts through a self-reliant youth support project in partnership with the E-Land Foundation. The 'E-YOUTH' internship program in the food service industry is a representative example. This program is linked to the Ministry of Employment and Labor’s youth work experience support project called 'Future Tomorrow Work Experience,' and E-Land was the first to conduct this program exclusively for self-reliant youth rather than general youth. The program provides various supports such as expert lectures from E-Land Group, one-on-one mentoring on-site, and affiliate welfare benefits, and offers opportunities for regular employment at E-Land Eats based on evaluations after the internship ends.

In addition, Ashley Queens consistently carries out activities supporting marginalized groups, such as the 'Sharing Table' event in May, Family Month, inviting multicultural single-parent families to the stores, and has increased employment rates for people with disabilities through disability employment promotion activities.

At Nonghyup Hanaro Mart, operated by Nonghyup Distribution, a model is introducing spring greens such as spring cabbage, wild chives, and shepherd's purse for winter health. Photo by Nonghyup Distribution

Nonghyup Distribution’s Nonghyup Hanaro Mart has actively contributed to increasing sales of domestic agricultural products. It handles only 100% domestic agricultural and livestock products. At a time when imported fruits and agricultural products are increasing, it promotes sales by dealing exclusively with safe domestic agricultural products. It also works to promote domestic agricultural products through direct transactions and promotional activities at production sites.

The safety of the agricultural and livestock products sold is also guaranteed. Agricultural products brought into Nonghyup Distribution undergo quality inspections, and if residual pesticides are detected during this process, the products cannot be sold in stores. Additionally, a 'three strikes out' system is implemented, where if residual pesticides are detected three or more times, the supplier is banned from shipping products.

A recall system for agricultural products sold is also in place to satisfy consumers who want fresh and safe agricultural products. Nonghyup Distribution introduced the agricultural product recall system in July 1996, about 30 years ago, being the first to implement it at the time. Due to the nature of agricultural products, which makes it difficult to maintain uniform quality, if the quality is somewhat inferior, consumers can immediately exchange or refund the product by simply presenting the receipt.

It continues to accompany local communities and marginalized groups. It operates the 'Hanaro Volunteer Group' composed of Nonghyup Distribution employees, regularly conducting volunteer programs for elderly living alone and visually impaired people. Since 2016, it has operated the 'Nonghyup Distribution Angel Friends Volunteer Group,' where executives and employees voluntarily collect funds of at least 1,004 KRW per person and deliver them to places in need at the end of the year.

The scene at the Hanwoo event held at Hanaro Mart Yangjae Branch in Seocho-gu, Seoul. Provided by Nonghyup Distribution