"Now You Can Squeeze Rice Balls"…Emart24 Launches Tube Cup 'Nulleobap'

Improved Convenience with Tube Cup Packaging
Launch of Nulleobap Truffle Cream Risotto and Spicy Jjamppong Fried Rice
Collaboration with Chefs Choi Hyunseok and Yeo Kyungrae

Emart24 announced on the 22nd that it will release 'Nulleobap,' a rice ball using a squeezable container, for the first time among convenience stores in Korea on the 23rd.

Unlike conventional convenience store rice balls, which are mainly made in the form of triangular gimbap, Nulleobap is packaged in a 'tube cup' container. Its key feature is that it can be squeezed out and eaten, allowing consumers to enjoy it without getting their hands dirty, thereby improving convenience.

Emart24 announced on the 22nd that it will release 'Nulleobap,' a rice ball using a squeezable container, for the first time among convenience stores in Korea on the 23rd. Photo by Emart24

Two types of 'Nulleobap' will be introduced this time. 'Nulleobap Truffle Cream Risotto' is made by pouring Chef Choi Hyunseok's truffle cream sauce over stir-fried rice with roasted mushrooms, bacon, and onions, creating a risotto-style dish. 'Nulleobap Spicy Jjamppong Fried Rice' uses Chef Yeo Kyungrae's spicy jjamppong sauce on stir-fried rice with squid tentacles, green onions, and mixed vegetables.

To celebrate the product launch, Emart24 is holding an event until the 31st, offering a 30% discount on both types of 'Nulleobap' when purchased with event cards (Samsung Card or Woori Card).

Additionally, until the end of this month, Emart24 is offering a 30% discount on all bundle-packaged ramen products that can be purchased with the 'Min Saeng Recovery Consumption Coupon,' as well as events such as free daily necessities giveaways.

Won Dae-ro, MD of Emart24's MD Strategy Team, said, "'Nulleobap' is a squeezable product not seen in traditional triangular gimbap, and we wanted to offer customers both taste and convenience. In addition to the two types being introduced, we are considering expanding the lineup through further collaborations with chefs and IP partnerships, and we hope that 'Nulleobap' will establish itself as a new trend in convenience store rice balls."