[Review] The Sweet Potato, Cheese, and Jalapeno Combo... Here's Why It's a Hit

A Sweet Potato Croquette Meets Mozzarella Cheese
A Unique Flavor and Hearty Texture Set It Apart from Typical Burgers

The 'Iksan Sweet Potato Mozzarella Burger,' launched by McDonald's Korea in collaboration with Iksan City in North Jeolla Province, surpassed a cumulative sales volume of 1 million units just nine days after its release. This marks the shortest period to reach such a milestone in the history of the company's 'Taste of Korea Project.' Positive reactions continue to pour in on social media (SNS). Curious about the flavor of this burger, which even has an unfamiliar name, the reporter decided to try it firsthand.

The key feature of the 'Iksan Sweet Potato Burger' is the 'sweet potato croquette.' The patty is made by mashing sweet potatoes grown in Iksan and stuffing them with mozzarella cheese. The sweet flavor of the sweet potato spreads first from within the crispy fried coating. The savory taste of the mozzarella then follows, blending with the soft texture unique to croquettes.

While typical burgers focus on salty flavors and meat juices, this product emphasizes sweetness and mildness. Although the combination could have been heavy, the natural sweetness of the sweet potato and the balanced flavor of the cheese worked well together. In a single bite, you can simultaneously experience crispiness, chewiness, and softness.

This burger also includes a 'jalapeno mayonnaise sauce.' Finely chopped onions and jalapenos are mixed in, adding a subtle spiciness and umami. Rather than being very spicy, it has just a hint of heat. The aftertaste is clean rather than strongly stimulating, making it enjoyable not only for consumers accustomed to spicy and salty foods but also for anyone without feeling overwhelmed.

This burger contains both a sweet potato croquette and a meat patty, resulting in a substantial texture and a satisfying sense of fullness. It weighs 282g, which is 60g heavier than McDonald's signature menu item, the 'Big Mac' (223g). The calorie content is 694kcal, with 22g of sugar, 21g of protein, 8g of saturated fat, and 980mg of sodium. Compared to the Big Mac (582kcal, 8g sugar, 27g protein, 11g saturated fat, 902mg sodium), it is higher in calories and sugar but lower in saturated fat. With a higher proportion of plant-based ingredients, it can be considered a 'less greasy high-calorie meal.'

The product packaging features the Kakao character 'Chunsik' in a 'sweet potato farm experience' concept. The paper bag depicts Chunsik wearing a straw hat and holding a sweet potato in its arms. Chunsik, a cat character whose staple food is sweet potatoes, resonates well with consumers. The packaging marketing strategy targeting the younger generation appears to be a key factor in its popularity beyond just the taste. The burger is priced at 7,900 won for the single item and 9,200 won for the set.

This product is not just a limited-time menu item. It is part of the 'Taste of Korea Project' that McDonald's has been running since 2021. The approach involves developing menu items using locally produced agricultural products and collaborating with regional farms. McDonald's partnered with Iksan City to purchase 200 tons of local sweet potatoes. This project is also seen as an initiative targeting the 'loconomy' trend, a concept that combines 'local' and 'economy.'

A McDonald's representative stated, "We combined our cooking techniques with sweet potatoes, a local specialty, to create a unique Korean flavor," adding, "We plan to further strengthen collaborations with domestic farms to contribute to the local economy in the future."