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.
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