"Is There Anything Left?"... '1900 Won' Gimbap Emerges in the 4000 Won Gimbap Era [Tried It]

Emart24 Launches Private Label Brand 'Sangsangui Kkeut'
Ultra-Low-Priced Gimbap Boasts Best Value on the Market
Packed with Eight Ingredients Including Ham, Egg, and Crab Stick
Mild Taste and Standard Size Without Standout Features
Serves as a 'Bait' to Attract Customers and Boost Additional Purchases

Seoul 3,600 won, Gyeonggi 3,521 won, Incheon 3,300 won, Busan 3,186 won, Gwangju 3,460 won….

These are the average prices of one roll of gimbap by region last month, as published on the Korea Consumer Agency's comprehensive price information portal 'Chamgagyeok'. Compared to the previous month, the price in Seoul rose by 62 won. Due to increases in various ingredient costs and labor expenses, it is common to find regular gimbap rolls priced over 4,000 won at actual stores. Food and beverage manufacturers are continuously raising product prices, citing increased overall costs. On the other hand, consumers are only opening their wallets for cost-effective products that are affordable yet well-composed.

Contents of Emart24 1900 Gimbap. Photo by Kim Heungsoon

Convenience store Emart24 sparked curiosity when it launched the ultra-low-price private label (PL) brand 'Sangsangui Kkeut' project in January, introducing a 1,900 won gimbap with the aim of reducing customers' shopping burdens. The idea of being able to have a meal with the lowest-priced gimbap on the market for under 2,000 won attracted attention.

However, purchasing the product was not easy despite visiting nearby stores. After visiting three stores, only one remaining gimbap was barely obtained. The store owner said, "We order only about three per day considering the expiration date, but perhaps due to word of mouth about the price, they sell out quickly."

The number '1900' prominently displayed on the yellow packaging caught the eye intuitively. Before opening, there was suspicion that the rice or ingredients might be insufficient or the portion smaller than ready-made products. After removing the plastic wrap, the size was similar to other convenience store gimbaps. The total length divided into eight pieces was not significantly different.

Emart24 1900 Gimbap. Photo by Kim Heungsoon

When a few pieces of gimbap were laid sideways, the filling was packed with eight typical ingredients used in regular gimbap: ham, fish cake, crab stick, burdock root, spinach, carrot, egg, and pickled radish. However, only some ingredients like rice and seasoned seaweed were domestically sourced, while pickled and processed ingredients were labeled as imported. This was likely an unavoidable choice to meet the cost target.

Putting one piece in the mouth, the distinctive taste and aroma of processed ham came strongly, followed by the flavor of pickled radish spreading. The thickly sliced gimbap piece filled the mouth of an adult male. It had the mildness typical of ordinary gimbap without any particular sharpness or standout flavor. Paired with processed foods like ramen or tteokbokki, which are known to go well with convenience store gimbap, it was a composition suitable for a meal under 5,000 won.

Emart24 900 Triangle Kimbap. Photo by Kim Heungsoon

An Emart24 representative explained, "Unlike other PB (private brand) products where prices are set after production considering ingredient costs, the 1,900 won gimbap price was decided first under 2,000 won, and production was adjusted to meet this cost." The same applies to the 900 won triangular gimbap, another item in the Sangsangui Kkeut line that reproduces the price of triangular gimbap from 10 years ago. The 900 won triangular gimbap includes popular ingredients such as ham, bacon, and tuna.

Sales of these gimbaps are also on the rise. The 1,900 won gimbap sold 400,000 units in the shortest period (50 days) after launch, surpassing the tuna mayo gimbap, which was previously the top-selling product in the same category. From the 1st to the 14th of this month, sales increased by 24% compared to the initial launch period. During the same period, sales of the 900 won triangular gimbap rose by 19%. However, it raised doubts whether selling gimbap at prices far below the industry average could be profitable. An Emart24 representative said, "Cost-effective products attract customers to the store and also have the effect of promoting sales of other items like water and beverages."