"Seeing a matcha Hetbahn image made to look like a real product on Instagram get 10,000 likes, people inside the company started saying, maybe we could actually turn this into a real product. From the convenience store's proposal to 'make rice that tastes good even on its own,' we also moved forward with research and development on perilla oil Hetbahn." (Lee Ji-hye, CJ CheilJedang marketer)
"We made prototypes with completely different blends from No. 1 to No. 30. By tasting them every day and remaking them, we found a rice flavor with the subtle taste and aroma of matcha." (Namgung Hun, CJ CheilJedang Food Research Institute researcher)
"The time given from product planning to research and development to launch was not long. When we had to review new ingredients while changing the blend of sesame oil and perilla oil, we had to test them immediately upon receiving them by quick delivery." (Yun Ji-won, CJ CheilJedang Food Research Institute researcher)
On the 25th at the CJ CheilJedang Center in Jung District, Seoul, Lee Ji-hye (25), a CJ CheilJedang marketer, and Namgung Hun (40) and Yun Ji-won (32), researchers at the CJ CheilJedang Food Research Institute, who met with ChosunBiz, said this as they introduced the planning and research and development process, which took about six to seven months, for the recently launched matcha and perilla oil Hetbahn to reach consumers' tables. Lee handled product planning and convenience store collaboration for matcha and perilla oil Hetbahn. Namgung led development of the matcha Hetbahn, and Yun led development of the perilla oil Hetbahn.
Marking the 30th anniversary of its launch this year, Hetbahn has expanded its lineup from white rice to mixed grains, Sotban and Rice Plan. Since its 1996 launch, cumulative Hetbahn sales have reached 6.84 billion units. The newly launched matcha and perilla oil Hetbahn reads as an attempt by CJ CheilJedang to propose a new dining experience based on 30 years of accumulated technology and know-how.
The matcha Hetbahn, developed in collaboration with the GS25 convenience store chain, is a product that realized an image that went viral on social media (SNS). The perilla oil Hetbahn, offered exclusively with the CU convenience store chain, started from the idea of "nutty rice that tastes good even on its own." Lee said, "In the past, it was important to make products that many people liked, but now consumer tastes are becoming more segmented," and added, "We planned it while considering the experiences that are shared and spread through SNS."
But simply adding matcha and perilla oil to rice did not complete an "unconventional instant rice." Bitterness and discoloration had to be solved for matcha, and rancidity for perilla oil. Given that the product is stored at room temperature, the researchers repeated accelerated testing around 35 degrees, and set the use-by period at seven months, two months shorter than regular Hetbahn, to maintain optimal taste and quality. The following is a Q&A.
— The matcha Hetbahn package looks different from existing Hetbahn products. How did it come to take its current form?
"At first it was simply rice mixed with matcha. But the product's strengths didn't come through. After discussions with the marketer (PM) Lee, we decided that a format where you pour water over it like ochazuke would better bring out the matcha's flavor, so we redesigned it with the Sotban container. After repeatedly testing microwave cooking times and the water temperature and amount, we completed the product in its current form." (Researcher Namgung Hun)
— How did the concept of "nutty rice" develop into perilla oil Hetbahn?
"We started from the idea of making a product with a base seasoning like rice for kimbap, and developed rice with only sesame oil. But after repeated tastings with marketers and researchers, we judged that perilla oil's flavor fit better, and we focused the development direction on perilla oil Hetbahn. We then concentrated on finding the most delicious blend ratio of sesame oil and perilla oil. In particular, we spent time finding the most balanced blend because we had to preserve the aroma while also considering the risk of rancidity." (Researcher Yun Ji-won)
— Compared with developing regular Hetbahn, what was the hardest part?
"We changed the sealed film structure several times so that the perilla oil aroma would spread well through the rice grains even after microwave cooking. We also adjusted the moisture content to achieve the texture of freshly cooked rice." (Researcher Yun Ji-won)
"Because Hetbahn undergoes heat treatment while in the container, it was important to find conditions where heat is transferred evenly. It was especially hard to find the optimal conditions by repeatedly adjusting heat treatment times and rotation settings so that, no matter where you scoop from in the matcha or perilla oil Hetbahn, you get the same taste and aroma." (Researcher Namgung Hun)
— You had to complete and launch the product within a short six to seven months.
"The launch schedule was already set, but we couldn't compromise on taste or quality. By repeatedly tasting with the researchers, we worked to find the optimal blend, and when issues arose, we immediately held video conferences with related departments to improve completeness." (Marketer Lee Ji-hye)
"Not only marketers and researchers but also buyers participated in tastings. In particular, taste felt different depending on the situation, such as on an empty stomach or when feeling peckish after lunch, so we kept adjusting the product's salt and moisture content while considering those differences." (Researcher Yun Ji-won)
— Among many distribution channels, why did you choose to collaborate with convenience stores like GS25 and CU?
"We thought convenience stores were the channel that could propose new trends to consumers the fastest. They're places where consumers can try new products without pressure. With GS25, we aligned on actually realizing the matcha Hetbahn that was trending on SNS, and with CU, we refined the idea of nutty rice that tastes good even on its own. Rather than simply supplying products, we planned them together so consumers could enjoy the experience." (Marketer Lee Ji-hye)
— Since launch, is there a consumer reaction that stands out most?
"At first, many people were puzzled, but those who actually tried the matcha Hetbahn said it 'goes together better than expected.' It was gratifying to see people enjoy it with various recipes, such as eating it like ochazuke or pairing it with pollock roe or grilled fish." (Researcher Namgung Hun)
"When developing it, I only thought it paired best with gim. But consumers posted reviews using unexpected approaches like bibimbap or soy sauce egg rice. It was impressive to see it lead to more diverse dining experiences than we had imagined." (Researcher Yun Ji-won)