The Born Korea's Chinese food brand, Hong Kong Banjum, is collaborating with franchise owners to develop region-specific menus that incorporate local specialties and traditional dishes.
On June 18, Hong Kong Banjum announced the launch of the "Paldo Hong Kong Banjum" project, which will reinterpret culinary offerings from eight regions across the country for exclusive sale in those areas. This initiative stems from ideas shared by franchise owners during a recent meeting, where distinct regional concepts such as Gangwon's "Seob Jjamppong," Gwangju's "Zucchini Stew Jjamppong," and Uijeongbu's "Budae Jjigae Jjamppong" were proposed. The company began refining recipes based on these suggestions in April.
The first dish to debut in this project is the "Busan Pork Soup Jjamppong," which combines Busan's signature dish, pork soup, with jjamppong. This menu item features the rich flavor of pork soup broth alongside the spiciness of jjamppong. Starting June 18, it will be available exclusively at 24 Hong Kong Banjum locations in the Busan, Ulsan, and Yangsan areas (excluding the Yangsan Mulgeum branch).
The entire process of menu development and launch will be showcased on the revamped YouTube segment "Naekkeonaemuk Season 2" on the channel of Baek Jong-won. Hong Kong Banjum plans to introduce a total of eight signature jjamppong varieties from various regions by the end of December this year, starting with the Busan edition.
The Born Korea will also hold a lottery for customers who taste the regional jjamppong and collect stamps until February 2027, offering prizes such as 5-don of pure gold, hotel accommodations at Hotel The Born Jeju, and mobile vouchers for stores. To celebrate the launch of "Naekkeonaemuk Season 2," a promotion will take place on June 19, offering jajangmyeon at a discounted price of 3,900 won for one day only.
A representative from The Born Korea stated, "The 'Paldo Hong Kong Banjum' is a long-term new menu project that presents dishes reflecting the flavors and stories of each region. We hope to create a virtuous cycle that stimulates local economies and the tourism industry by encouraging consumer visits to these areas."
Meanwhile, Baek Jong-won, the CEO of The Born Korea, resumed his activities on June 5 by releasing cooking content titled "Cooking Secrets" on his YouTube channel after a year-long hiatus. He had previously announced a break due to various complaints and allegations, but many of these issues have since been resolved or dismissed, paving the way for his return. Baek revealed his plans to resume YouTube activities during a press meeting following the regular shareholders' meeting in March.
* This article has been translated by AI.
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