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Lotte Mart introduced on Nov. 6 that it opened the Meals Innovation Lab in Indonesia in October this yr to develop residence meal kits, together with Korean meals, for native shoppers.
The lab is modeled after the Meals Innovation Middle in Korea, which is led by chef Kang Leo. It’s designed to drive a Okay-food craze in Indonesia, particularly amongst Millennials and the technology Z who account for 40 p.c of the nation’s inhabitants and lead consumption tendencies.
Just lately, as Korean cultural content material positive factors nice reputation amongst younger shoppers in Indonesia, the recognition of Okay-foods corresponding to “tteokbokki” (simmered rice cake) and seasoned rooster can be rising explosively.
Lotte Mart’s Gandaria retailer in Jakarta, which is the corporate’s consultant retailer in Indonesia, began providing 20 sorts of Korean meals in July. Native curiosity in Korean meals is so excessive that from July to the tip of October, gross sales in your entire residence meal alternative (HMR) class on the Gandaria retailer grew by 70 p.c in comparison with the earlier yr. The explanation for its reputation is the spicy style of Korean meals. Lotte Mart’s advertising technique labored properly in an Indonesian meals tradition wherein folks take pleasure in spicy and flavorful meals. Within the case of Tteokbokki which seem most ceaselessly on Korean leisure applications and reveals, ready quantity was bought out earlier than lunchtime, so folks stood in a protracted line to purchase Tteokbokki starting from the morning.
Listening to the truth that Indonesian shoppers are enthusiastic concerning the spicy style of Korean meals, the Gandaria retailer additionally launched Spicy Fish Cake Gimbap with spicy fish cake along with Bulgogi Gimbap and Vegetable Gimbap. As well as, Yangyop Rooster (seasoned rooster with a candy and spicy style) is extra well-liked than unique fried rooster. Thus, the shop will launch Dakgangjeong Rooster (candy bitter rooster) following Yangyop Rooster this December. Potato bread and Korean-style streusel bread with cream which turned a sizzling subject on Korean social media are additionally gaining reputation as Korean desserts in Indonesia.
Lotte Mart, which made a foray into Vietnam and Indonesia in 2008 is presently operating a complete of 64 abroad shops, 15 in Vietnam and 49 in Indonesia.
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