Emart Teams Up with Mukbang Creator Hibab to Launch Whole Gopchang, Jumbo Dumplings, and More

Up to 20% Off Until July 3
Launch of Jjajang and Jjamppong-Flavored Popcorn, 1kg Kimchi Fried Rice

Emart announced on the 17th that its private brand (PB) Peacock has launched seven new food products in collaboration with mukbang creator Hibab, including whole gopchang, jumbo dumplings, and large-capacity fried rice.

The new products were developed with generous portions and sizes to match Hibab's "big eater" concept. Hibab is a creator with 1.68 million YouTube subscribers, known for content featuring the consumption of massive amounts of food.

All products are available at Emart stores nationwide and on SSG.com. Purchases made by July 3 are eligible for up to 20% off. With Shinsegae Point accumulation, "Meat-Filled Jumbo Dumplings" and "Kimchi Fried Rice with Sausage" are discounted by 2,000 KRW, while the remaining items receive a 20% discount.

During the same period, a variety of promotions are also available on the Emart application (app). First, a 10% discount coupon for all items can be obtained from the Buyer's Magazine, which features behind-the-scenes stories about the collaboration product development. This coupon can be used in conjunction with the Shinsegae Point discount promotion.

Customers can also participate in a stamp collection event, where the first 200 participants will receive a Peacock mobile gift certificate worth 10,000 KRW. Additionally, a photo and review event will select a total of 10 winners to receive a 50,000 KRW Peacock mobile gift certificate.

The flagship product of this collaboration is the "Giant Whole Gopchang" (500g, 15,980 KRW), designed as a value-for-money option serving two to three people for around 10,000 KRW. The whole gopchang is parboiled with various herbs such as bay leaf and then mixed with a special kiwi sauce, resulting in a tender taste without any off-flavors. It features beef gopchang, one of Hibab's favorite foods, rolled into long pieces.

There are also unique snacks such as "Giant Popcorn Jjamppong·Jjajang Flavor" (350g each, 6,980 KRW). Inspired by dishes Hibab frequently eats in her content, jjamppong and jjajangmyeon have been reimagined as popcorn for added fun.

Some products stand out for their substantial size, inspired by Hibab's comment that "your mouth should be full when you take a bite." The "Meat-Filled Jumbo Dumplings" (1.4kg, 10,980 KRW) weigh 70g each, making them large enough to fill your mouth. The "Giant Pork Cutlet" (700g, 10,980 KRW) also boasts an overwhelming size compared to standard jumbo pork cutlets on the market.

Other large-capacity products weighing over 1kg include "Kimchi Fried Rice with Sausage" (1kg, 10,980 KRW) and "Crispy and Juicy Chicken Nuggets" (1.2kg, 14,980 KRW). The kimchi fried rice features a special sauce developed by Peacock chefs, while the chicken nuggets are made with Korean chicken coated in rice flour batter for both taste and texture.

For this collaboration, Peacock selected items from Hibab's content that could be produced in large quantities and began product planning. The collaboration started at the end of last year, and it took about six months to develop the products, including multiple internal conventions and sensory evaluations.

Meanwhile, Peacock is actively pursuing unique collaborations with various industries. In March and April, Peacock launched six new products under the "Peacock X Yeongdeok Red Snow Crab" line, using Yeongdeok County's specialty red snow crab as part of a local coexistence theme. In April, Peacock also collaborated with the healthcare training app "Runday" to introduce seven meal management products.

Nam Hyunwoo, Emart Peacock Development Category Manager, stated, "We decided to collaborate with the popular creator Hibab to appeal to MZ (Millennial + Generation Z) customers who seek fun in food," adding, "Peacock will continue to actively develop new products that cater to the diverse preferences of our customers."