South Korea

American beef promoted through lunch box for Korean millennials

Beef

USMEF has borrowed its logo for a new product launched in the convenience stores in South Korea.

Posted on Jul 29 ,07:51

American beef promoted through lunch box for Korean millennials

US Meat Export Federation helped to promote American beef in South Korea by joining a launch campaign for a new product, the “Cube Steak Lunch Box”.
The product was developed by Halhwang, a local company, that just delivered its first batch of lunch boxes to GS25 convenience stores.
"The healthy lunchbox is a great way of conveniently and inexpensively putting high-quality protein in the diets of people who don’t have time to prepare their own lunches. The cube steak is made with U.S. beef steak and paired with rice, sweet potato salad and other side dishes. The lunch box is identical to the dishes you find at food markets and to those offered by famous food trucks in the region", said Jihae Yang, USMEF director in Korea.
The menu was prepared based on a street-food recipe and is described as perfect for Korean students and workers looking for healthy meal options for their busy daily lives.
The dish consists of 60 grams (a little over 2 ounces) of cubed U.S. beef steak, fried rice, mashed potatoes and precooked broccoli. Since the launch in late April, sales have averaged 7,000 per day. The GS25 campaign is expected to sell 12 metric tons of U.S. beef every month.
Previously, USMEF has been working with Halhwang on similar projects, including a promotion launching U.S. pork hot dogs at Korean 7-Eleven stores in 2016.
For the cube steak campaign, Halhwang requested permission to print the USMEF logo on the product to highlight the fact that it is made with U.S. beef.

 NEWSLETTER - Stay informed with the latest news!

Comments





Similar articles

EU

Meat consumption in the EU is rising again

Since peaking in 2019, per capita meat consumption in EU member states has steadily declined. Acc...


Read more Read more
BRAZIL

Tariff reduction expected to boost pork trade with South Korea

The exemption is valid on a quota of 10,000 tons of frozen pork (except for the “belly&rdqu...


Read more Read more
UK

The value of beef exports rise in line with growing UK beef prices

Beef imports for the first 2 months of 2025 totalled approximately 47,000 tonnes, 13% lower in vo...


Read more Read more
Websolutions by Angular Software and SpiderClass