Shinsegae Food said on the 23rd that it has expanded its "Urisanji recipe" campaign to promote domestically grown agricultural products and released two new bakery items made with Boseong matcha, a specialty of Boseong County in South Jeolla Province.
Shinsegae Food explained that "Urisanji recipe" is a campaign to develop new products using agricultural and forestry products from regions across the country and, through that, to promote the good ingredients from our producing areas to consumers.
Shinsegae Food has released products using local specialties such as garlic from Namhae County in South Gyeongsang Province, onions from Muan County in South Jeolla Province, jujubes from Gyeongsan in North Gyeongsang Province, and potatoes from Pyeongchang County in Gangwon Province. On Jan. 1, it also sold three new bakery items using Namhae County garlic at the E-MART24 convenience store.
The new products use matcha from Boseong County in South Jeolla Province. Boseong is a leading tea-producing area in Korea, and Boseong tea has long been recognized for its quality thanks to its deep aroma and clean taste.
Shinsegae Food also noted that matcha has recently been drawing attention among younger consumers as a healthy and trendy ingredient.
The new "spoonable Boseong matcha chocolate cake" layers Boseong matcha cream and ganache. "Boseong matcha chocolate croissant (4 pieces)" is filled with matcha cream with chocolate chips inside the croissant.
A Shinsegae Food official said, "As consumer interest in matcha desserts rises, we have introduced products that can highlight the value of our agricultural products by using excellent matcha from Boseong, a leading tea-producing area in Korea," adding, "Going forward, through the 'Urisanji recipe' campaign, we will continue to discover quality ingredients from across the country and develop them into products that consumers can deliciously enjoy in their daily lives, contributing to boosting consumption of domestic agricultural products."