Courtesy of E-mart 24
E-mart 24, the convenience store chain under E-mart, announced on Friday the commencement of a two-week special sale featuring Baba Gimbap's frozen gimbap product in South Korea. Crafted by Korean food firm Allgot, the supplier renowned for Trader Joe's popular rice rolls, this frozen gimbap is subjected to rapid freezing at minus 50 degrees Celsius. The process aims to preserve the freshly wrapped roll's shape and texture even during microwaving, as per E-mart officials.
 |
| ▲ Courtesy of E-mart 24 |
Priced at 1980 won ($1.5), the frozen gimbap requires a mere two to three minutes of microwave cooking time. Allgot's product, which gained significant traction in the US market since its August introduction via Trader Joe's, has proven to be a sell-out success. Particularly well-received as a vegan option devoid of meat fillings, the gimbap's popularity surged through social media platforms such as TikTok and YouTube.
In a viral TikTok video created by user ahnestkitchen, the introduction of Trader Joe's gimbap to a Korean mother garnered widespread attention. The video, amassing 13.5 million views, 1.4 million likes, and nearly 5,000 comments as of December, showcases the product's positive reception. The enthusiastic response has led to nationwide sell-outs and certain market branches implementing a one-per-customer buying limit.
E-Mart officials express optimism about the frozen gimbap's potential success in the domestic market, citing its appeal based on an easy cooking method and affordable price, particularly amid a period of heightened inflation.
Sayart
Joy, nunimbos@gmail.com
