"Seeing that a matcha Hetbahn image made to look like a real product on Instagram got 10,000 likes, people inside started saying, maybe we could actually turn this into a real product. Based on a convenience store's proposal of 'let's make rice that tastes good even on its own,' we also began R&D 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 making them again, we found a rice flavor with the subtle taste and aroma of matcha." (Namgung Hoon, researcher at the CJ CheilJedang Food Research Institute)
"There wasn't much time from product planning to R&D to launch. When we had to review new ingredients while changing the blend of sesame oil and perilla oil, we sometimes had to test them immediately as soon as they arrived by quick courier." (Yoon Ji-won, researcher at the CJ CheilJedang Food Research Institute)
On the 25th at the CJ CheilJedang Center in Jung-gu, Seoul, Lee Ji-hye (25), a CJ CheilJedang marketer, and Namgung Hoon (40) and Yoon Ji-won (32), researchers at the CJ CheilJedang Food Research Institute, met with ChosunBiz and described the planning and R&D process that took about six to seven months before the recently launched matcha and perilla oil Hetbahn made it to consumers' tables. Lee handled product planning and convenience store collaboration for the matcha and perilla oil Hetbahn. Namgung led development of the matcha Hetbahn, and Yoon handled development of the perilla oil Hetbahn.
Hetbahn, which marks the 30th anniversary of its launch this year, has expanded its lineup from white rice to multigrain rice, Sotban, and Rice Plan. Since its 1996 launch, cumulative Hetbahn sales have reached 6.84 billion units. The newly released matcha and perilla oil Hetbahn reads as an attempt by CJ CheilJedang to propose a new dining experience based on the technology and know-how accumulated over 30 years.
The matcha Hetbahn, developed in collaboration with GS25 convenience stores, is a product that brings to life an image that went viral on social media (SNS). The perilla oil Hetbahn, introduced exclusively with CU, started from the idea of "nutty rice that is delicious 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," adding, "We planned it while also considering the experience of sharing and spreading it through SNS."
But simply adding matcha and perilla oil to rice did not complete an "unconventional instant rice." Bitterness and discoloration for matcha, and rancidity for perilla oil, were challenges that had to be solved. Because it is a room-temperature product, the researchers repeated accelerated tests at around 35 degrees, and set the consumption period at seven months, two months shorter than standard Hetbahn, to maintain optimal taste and quality. The following is a Q&A.
—The matcha Hetbahn looks different from the existing Hetbahn packaging. How did it change to the current format?
"At first, it was simply rice mixed with matcha. But the product's strengths didn't show well. After discussions with Lee (the PM), we determined that a format where you pour water and eat it like ochazuke would better bring out the flavor of matcha, so we redesigned it using the Sotban container. After repeatedly testing microwave heating times and the temperature and amount of water, we finalized the current format." (Researcher Namgung Hoon)
—How did the concept of "nutty rice" evolve into perilla oil Hetbahn?
"We initially thought of making a product with pre-seasoned rice like rice for kimbap, so we developed rice with only sesame oil. But after repeated tastings with marketers and researchers, we judged that the flavor of perilla oil paired better, and we shifted the development focus to perilla oil Hetbahn. After that, we concentrated on finding the most delicious blend ratio of sesame oil and perilla oil. In particular, because we had to preserve the aroma while considering the risk of rancidity, we spent time finding the most balanced blend." (Researcher Yoon Ji-won)
—What was the hardest part compared with developing standard Hetbahn?
"For room-temperature storage, heat treatment to control microbes is essential. If the heat treatment is excessive, the rice appearance darkens and the perilla oil aroma decreases. We had to pay close attention so that the perilla oil aroma would spread well through the grains even after peeling back the sealing film and microwaving. We also adjusted moisture content for the texture of freshly cooked rice." (Researcher Yoon Ji-won)
"Because Hetbahn undergoes heat treatment while in the container, it was important to find conditions where heat is delivered evenly. It was especially hard to find the optimal conditions by repeatedly adjusting heat treatment time and rotation conditions so that no matter where you scoop the rice from in the matcha or perilla oil Hetbahn, you get the same taste and aroma." (Researcher Namgung Hoon)
—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 researchers, we worked to find the optimal blend, and when problems arose, we immediately held video conferences with related departments to improve completeness." (Marketer Lee Ji-hye)
"Not only marketers and researchers but also buyers tasted together. The taste felt different depending on the situation—on an empty stomach, after lunch, or when peckish—so we kept adjusting the product's salt and moisture content while considering those differences." (Researcher Yoon Ji-won)
—Among many distribution channels, why collaborate with convenience stores such as GS25 and CU?
"We thought convenience stores were the channel that could propose new trends to consumers the fastest. They're a space where consumers can try new products without pressure. With GS25, we aligned on bringing the matcha Hetbahn that went viral on SNS to life, and with CU, we fleshed out the idea of nutty rice that is delicious even on its own. Rather than simply supplying products, we planned them together so consumers could enjoy a fun experience." (Marketer Lee Ji-hye)
—What consumer response after launch stands out the most?
"At first, many people were puzzled, but those who actually tried the matcha Hetbahn said, 'It pairs 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 Hoon)
"While developing it, I only thought of it as rice that pairs best with seaweed. But consumers posted reviews using methods we didn't expect, like bibimbap or soy sauce egg rice. It was impressive to see it lead to more varied dining experiences than we imagined." (Researcher Yoon Ji-won)