Lotte Mart and Lotte Super announced on the 18th that they will launch the 'Choi Gang-rok's Naya' series in collaboration with Japanese cuisine chef Choi Gang-rok on the 19th.
The newly introduced 'Choi Gang-rok's Naya' beef grilling series consists of three products made from chuck flap, chuck rib, and the ribeye cap. It features beef cuts personally selected by Chef Choi, who has years of experience in Japanese cuisine, considering the aroma and texture of each cut and matching it with Chef Choi's secret sauce that best complements it. The chuck flap is paired with a wine-flavored sauce, the chuck rib comes with yuzu pepper sauce, and the ribeye cap includes a tangy soy sauce.
This series incorporates a late-night diner concept, which is an idea directly from Chef Choi. Instead of grilling a large amount of meat all at once in a regular frying pan and eating it cold, it emphasizes slowly grilling one piece at a time over a charcoal grill like in a late-night diner, ensuring that the meat is enjoyed while it's still warm, dipped into delicious sauces.
Additionally, popular phrases or memes from Chef Choi, such as 'It's me, OOO' and 'But now with OOO added,' have been incorporated into the product names. This adds an element of fun, making it seem like Chef Choi is engaging with fans and customers visiting Lotte Mart and Lotte Super.
To celebrate the launch of this series, Lotte Mart is running a promotion until the 25th, offering a discount of 2,000 won per item for purchasing two or more of the Choi Gang-rok's Naya series products. Additionally, until the 1st of next month, an event will be held on Lotte Mart's offline-only app, Lotte Mart GO, where customers can enter a draw to win a series-exclusive charcoal grill.