CJ CheilJedang Launches 'Sobaba' as Independent Chicken Brand to Meet Dining and Delivery Demand

'Sobaba' brand product lineup & campaign poster image [Photo=CJ CheilJedang]

CJ CheilJedang announced on June 17 that it has launched its flagship frozen chicken product, 'Sobaba Chicken,' as an independent chicken specialty brand. The company aims to attract dining and delivery chicken demand into the home meal replacement (HMR) market by emphasizing taste quality comparable to dining out, reasonable pricing, and convenience.

Sobaba Chicken was first introduced in 2023 under the premium HMR brand 'Gourmet' and has since become one of CJ CheilJedang's top-selling products. As of the first quarter of this year, cumulative sales reached 250 billion won, with total sales volume hitting 25 million units.

With the launch of the independent brand, CJ CheilJedang has added a new lineup called 'Sobaba Goldenholic' targeting the fried chicken market, alongside existing products such as soy honey, seasoned honey, and Massokick.

The 'Sobaba Goldenholic Fried Boneless Chicken,' released at the end of March, surpassed 6 billion won in sales within three months, with sales volume approaching 1 million units. The newly launched 'Sobaba Goldenholic Fried Bone-in Chicken' can be cooked in an air fryer in just 14 minutes. It features a unique 'culinary making method' that creates a thin, crispy coating and enhances flavor with olive oil. Each pack contains half a chicken, including thighs, wings, and breast.

A digital marketing campaign celebrating the brand launch is currently underway. A campaign video released on June 12 across YouTube and Instagram has garnered over 14 million views within three days. Inspired by the theme 'A Unique Bird Among Chickens,' this campaign is notable for being the first in South Korea to simultaneously produce animated and live-action content, showcasing a distinct identity. The video tells the story of the protagonist, 'Chris P,' rediscovering the romance of warm, crispy chicken, featuring singer and actor Hwang Min-hyun to enhance viewer engagement.

CJ CheilJedang will operate a pop-up store titled 'Sobaba with Hwang Min-hyun' in Seongsu-dong, Seoul, from June 19 to 21. The venue will offer dine-in, takeout, and delivery options, with experience zones and photo spots available. On the opening day, brand model Hwang Min-hyun will make an appearance. Additionally, a special booth at Incheon Munhak Baseball Stadium will sell the 'Sobaba Set,' which includes chicken and beer, throughout the remainder of the baseball regular season.

A CJ CheilJedang representative stated, "Sobaba started as a single product and has gained significant consumer love, leading to its launch as an independent chicken specialty brand. We will continue to introduce various flavors and types of chicken, expanding consumer choices and growing the brand to encompass the dining and delivery market."

According to the Korea Rural Economic Institute, the domestic HMR market has grown from 3.4 trillion won in 2017 to over 6 trillion won in 2023, with estimates nearing 7 trillion won last year.

* This article has been translated by AI.