View of the fermentation store on the basement level of Shinsegae Department Store [Photo=Shinsegae Department Store]
Despite a yearly decline in per capita rice consumption, interest in the quality of rice has been rising. In response to this demand, Shinsegae Department Store has launched a premium rice subscription service.
On May 14, Shinsegae announced that it began its "Fermentation: Store" brand's "Online Rice Subscription Service" at the end of last month.
The service delivers top-quality rice, curated by rice sommeliers and Korean chefs, directly to customers' doorsteps. Based on the philosophy that freshness is key to taste, the service ensures that freshly milled rice is delivered every two weeks.
The subscription model was developed in response to changing consumer preferences for premium products. According to research by the Korea Rural Economic Institute, the percentage of consumers checking rice varieties when purchasing rose from 12.3% in 2021 to 16.4% in 2024.
The service was inspired by positive customer feedback. Rice from the "Fermentation: Store" was supplied to Shinsegae's Korean dining venue, "Jaju Hansang," where diners praised the quality, leading to the development of the subscription service.
The flagship product is "Okro," a blend of domestic rice varieties Samgwang, Baekjinju, and Yeori-hyang. It has been noted for its chewy texture and harmonious aroma.
This blend is the result of years of collaboration between rice sommeliers and chefs from the Korean Food Research Institute. Since its launch in 2024, Okro has seen steady growth, with sales increasing by 15% from January to April this year compared to the same period last year.
The service also offers various packaging sizes to accommodate different household needs, ranging from 450 grams to 1 kilogram for smaller packages, and larger options of 4 kilograms and 10 kilograms. The 10-kilogram option is available exclusively through the subscription service.
Online, customers can choose from four sample rice blends and four mixed subscription options, with one-month and three-month subscription plans available. A promotional discount of up to 23% is offered throughout May, and subscriptions can be made through Beyond Shinsegae and SSG.com.
This rice subscription service is part of Shinsegae's ongoing expansion of subscription services in the food category.
In 2020, Shinsegae pioneered the "Bread Subscription Service," becoming the first department store to offer such a service, allowing customers to pick up one bread item daily for a monthly fee of 50,000 won.
Additionally, Shinsegae offers a seasonal fruit subscription service for VIP customers (Emerald grade and above), with options for deliveries twice a month (120,000 won) or four times a month (240,000 won), allowing customers to choose their preferred delivery days from Tuesday to Friday, excluding Mondays.
Han Hee-jung, head of the Korean Food Research Institute at Shinsegae, stated, "We will continue to discover and present high-quality food products from Korean artisans, adhering to the philosophy of Fermentation: Store, which seeks to preserve traditional methods while pursuing refined Korean cuisine."
* This article has been translated by AI.
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