‘Choi Kangrok’s Naya’ Series 2 and ‘Neo Makgeolli’ Released
‘MasterChef Korea’ Mentor Kang Leo, Head of FIC, Also Participates
Various Promotions and Pop-up Stores to Be Held
Lotte Mart announced on the 17th that it will exclusively launch the second installment of the grilled product series "Choi Kang-rok’s Naya," collaborated with Japanese cuisine chef Choi Kang-rok, on the 20th.
Promotional photo of the second product in the 'Choi Kang-rok's Naya' series, a collaboration between Lotte Mart and Chef Choi Kang-rok. Provided by Lotte Mart.
The Choi Kang-rok Naya series is a grilled product line featuring beef cuts personally selected by Chef Choi, combined with his secret sauces. Reflecting Chef Choi’s input, the customized products were planned under the concept of a "cozy late-night diner." The product name is based on Chef Choi’s signature catchphrase, "Naya, OOO."
The first series, released in December last year, included three types of beef grilled products: ▲Naya, Buchaesal (fan muscle), ▲Naya, Salchisal (chuck flap tail), and ▲Naya, Tosisal (hanging tender). The differentiated concept and secret sauces received favorable reviews, achieving sales of over 120,000 units within three months of launch.
The newly released Choi Kang-rok Naya Series 2 includes three items: ▲Naya, Anchangsal (skirt steak), ▲Naya, Kkotgalbisal (flower rib meat), and ▲Naya, Donteki. Anchangsal is paired with a spicy Doubanjiang sauce, and Kkotgalbisal includes a yuzu pepper sauce, enhancing the existing beef lineup with special cuts. Donteki is the first pork product in the series, featuring a soy sauce braised sauce. This dish is a specialty braised cuisine from the Osaka region in Japan, designed to convey the essence of Chef Choi, who is affectionately called the "braised dish fairy" by customers. The series has been in development since January, with Kang Leo, head of Lotte Mart’s Food Innovation Center (FIC), also participating.
To celebrate the launch of Series 2, Lotte Mart will run various promotions from the 20th until the 2nd of next month. Customers purchasing two or more items from the series will receive a discount of 2,000 KRW per item. Additionally, a gift event will be held through the ‘Lotte Mart GO’ application. Only customers who purchase over 30,000 KRW of the products are eligible to enter, and 100 winners will be drawn to receive a set of a cutting board and meat tongs engraved with Chef Choi Kang-rok’s autograph.
Furthermore, Lotte Mart Bottle Bunker launched ‘Neo Makgeolli (600mL)’ exclusively through offline channels on the 14th, in collaboration with Chef Choi Kang-rok and Woorisul Company. This product is sold at Bottle Bunker locations in Seoul Station, Jamsil, and Sangmu for 9,700 KRW. The product name is derived from ‘Neo,’ the name of the restaurant previously operated by Chef Choi. It uses 100% ‘Daewangnim-pyo Yeoju-san rice,’ known for its high quality, offering a natural sweetness and emphasizing carbonation through low-temperature fermentation. It also features a slight acidity, making it a great pairing with greasy foods.
To commemorate the launch of ‘Neo Makgeolli,’ Lotte Mart Bottle Bunker will hold a pop-up store at the Seoul Station location from April 1 to 20. The pop-up store will consist of an ‘Experience Zone’ providing information on the history of Makgeolli and the main ingredient, Daewangnim-pyo Yeoju rice, and a ‘Tasting Zone’ where visitors can sample Neo Makgeolli. Additionally, various goods such as anju recipes developed by Chef Choi Kang-rok and character keyrings of Chef Choi will be available.
Moon Seong-mo, MD (Merchandiser) of Lotte Mart & Supermarket’s Meat Team, said, "Since the ‘Choi Kang-rok’s Naya’ series launched last year received great customer response, we prepared the second installment by adding products utilizing Chef Choi’s strength in braised dishes to meet customer expectations. We plan to continue offering a variety of differentiated products that can only be experienced at Lotte Mart."
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