The burger brand Lotteria's operating company, Lotteria GRS, announced on the 2nd that it will launch two new menu items, the "Kimchi Bulgogi Burger," using kimchi.
According to Lotteria GRS, the two Kimchi Bulgogi Burgers will be launched starting on the 3rd. This is part of an expansion of the menu universe utilizing Lotteria's signature menu item, "RIA Bulgogi." By adding Korea's representative food, kimchi, it has enhanced the identity and competitiveness as a K Burger brand.
The Kimchi Bulgogi Burger is a menu item consisting of domestic kimchi and cubed radish stir-fried with a bulgogi patty. It features a unique taste that combines the sweetness of bulgogi and the umami flavor of stir-fried kimchi, creating a familiar ingredient combination. In particular, the Egg Kimchi Bulgogi Burger adds a soft flavor with a runny fried egg.
The product was first introduced as an event menu at a pop-up store celebrating Lotteria's 45th anniversary held in Seongsu-dong last October. In a tasting consumer survey conducted at that time, 83% of respondents positively evaluated the harmony between kimchi and bulgogi.
Lotteria is set to unveil a new TV commercial featuring the idol group TOMORROW X TOGETHER on the 3rd, alongside this new product. A representative from Lotteria GRS noted, "The Kimchi Bulgogi Burger is a menu that captures the Korean taste in a familiar way with Lotteria's know-how," and added, "By adding kimchi to the RIA Bulgogi, which has established itself as a menu optimized for Korean taste, it best expresses the identity of K-Burger."