Japchae and Braised Short Ribs Ready in 5 Minutes with a Microwave
"Recovery Drinks" for Overeating and Long-Distance Driving
With an extended holiday period of up to 10 days approaching, the food industry is targeting "holiday stress." As the burden of preparing food for large family gatherings during the long break increases, cases of experiencing "holiday syndrome" have become more frequent. In response, companies are pioneering new markets by introducing product lines that meet both the needs for physical recovery and convenience.
Whereas holidays in the past centered around home-cooked meals and traditional ritual tables, the rise of single-person and dual-income households, combined with the growing consumer influence of Generation Z, has shifted consumption patterns toward a more complex mix that includes health, convenience, and premium experiences.
Convenience Foods: Reinterpreting Tradition as a '5-Minute Meal'
According to industry sources on October 4, food companies are transforming the Chuseok holiday table by offering traditional holiday dishes as ready-to-cook meals. Japchae and braised short ribs, which are known for their complicated preparation processes, are particularly popular.
Myeonsarang has launched both "Traditional Korean Japchae" and "Chinese-Style Japchae." While japchae is a staple holiday dish, it is notoriously cumbersome to prepare. Myeonsarang individually packages the noodles, sauce, and toppings, allowing the dish to be completed in just five minutes using a single pan. During last year’s Chuseok holiday, sales of "Traditional Korean Japchae" increased by 418% compared to the same period the previous year, while "Chinese-Style Japchae" grew by 286%. This indicates that consumers are now turning to convenience foods even for japchae.
Ottogi has introduced "Juicy Tteokgalbi" and "Soy Sauce Braised Pork Ribs," both of which can be prepared in a microwave. The tteokgalbi, made with domestic pork, features a tender, juicy texture and a sweet garlic soy sauce. The soy sauce braised pork ribs are cooked with potatoes and lean meat to enhance their flavor.
Premium ready-to-cook meals are also gaining popularity. Samiheon, a premium Korean beef restaurant in Busan, has launched "Traditional Braised Beef Ribs" exclusively through Market Kurly. The dish uses traditional ingredients such as jujube, ginseng, and chestnuts, along with aged seasoning, to deliver a deep, rich flavor. Thick cuts of beef ribs allow consumers to enjoy restaurant-quality Korean cuisine at home. The brand is also highlighting its 13 consecutive years of recognition by the Blue Ribbon Survey as part of its strategy to elevate the quality of holiday foods.
Beverage Industry Targets Holiday Syndrome with 'Recovery Drinks'
The beverage industry is targeting the holiday syndrome market with "recovery drinks," emphasizing health, recovery, and convenience. Pulmuone Danone’s "Activia Boost Shot 3" contains three times more heat-activated probiotics than previous products, with over 3 billion CFU per bottle to support gut health and bowel movements. The product is sugar-free and comes in a compact 100ml size, making it easy to enjoy even after overeating.
To appeal to consumers who feel fatigued after long hours of driving, Ediya Coffee and Starbucks Korea have expanded their lineups of refreshing beverages. Ediya has revamped its strawberry, mango, and blueberry juices to highlight the natural flavors of the fruits. Starbucks Korea has reintroduced its "Peach Strawberry Fizzio" and "Cherry & Plum Energy Fizzio" in response to customer requests. These were previously hit products, with 3.5 million and 1 million cups sold, respectively.
Products for hydration after outdoor activities are also attracting attention. Binggrae has launched "Magnesium Water," which provides 100mg of magnesium in each 500ml bottle, replenishing both fluids and minerals. Sales of Dong-A Otsuka’s "Pocari Sweat Ion Water" in July increased by 747% compared to the same month last year. Lingtea has introduced "Recovery Gear," an exclusive product for Emart24, differentiating itself with zero calories and zero sugar.
An industry insider commented, "An extended holiday offers both joy and a sense of burden for consumers. Ultimately, products that help people spend more time with their families, rather than in the kitchen, will be the ones that consumers choose."
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