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Busan Metropolitan City Expands Market Access for Local Specialty Rice “Hwanggeum Yechan” with Launch at Hanaro Mart

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The Busan Agricultural Technology Center (hereinafter the “Center”) is launching sales and promotional activities for the local specialty rice “Hwanggeum Yechan” at Hanaro Mart to secure stable sales channels for rice produced in Busan and promote consumption of local agricultural products.

“Hwanggeum Yechan” is a local specialty rice produced in Busan. Its launch at Hanaro Mart will establish a retail base that allows residents to conveniently purchase Busan-grown rice at nearby stores.

Beginning today, Aug. 18, at the Hanaro Mart Bujeon Branch, “Hwanggeum Yechan” will also go on sale at the Hanaro Mart Busan and Jagalchi branches on Aug. 20. The initiative has been carried out through cooperation among the Center, the Busan Regional Headquarters of the National Agricultural Cooperative Federation, Garak Nonghyup, the Gangseo Rice Association, and Hanaro Mart.

A tasting and promotional event will be held today, Aug. 18, in conjunction with the product launch at the Bujeon Branch. Visitors will be offered samples of “Hwanggeum Yechan” and introduced to the product, while a launch promotion involving participating organizations will also take place. The rice will become available at the Busan and Jagalchi branches on Aug. 20, where in-store promotional materials will be installed to actively promote “Hwanggeum Yechan” and rice produced in the Busan area.

To increase consumer interest and purchases during the initial launch period, Busan Metropolitan City plans to install promotional materials and hold tasting events so consumers can experience “Hwanggeum Yechan” firsthand.

In-store banners, X-banners, and other promotional materials will be used to raise awareness of the “Hwanggeum Yechan” brand and Busan-grown rice. Tasting events will also give visitors an opportunity to sample the product and experience its quality firsthand.

In addition, participating organizations, including the Center, the Busan Regional Headquarters of the National Agricultural Cooperative Federation, Garak Nonghyup, the Gangseo Rice Association, and Hanaro Mart, will commemorate the launch of “Hwanggeum Yechan” at Hanaro Mart. They will introduce the rice variety and product, share the purpose of the launch and sales plans, and promote the quality of “Hwanggeum Yechan” through tastings and consumer outreach, with the aim of encouraging interest in and purchases of local specialty rice.

Sales performance and consumer responses at each store will also be continuously monitored to develop measures for boosting sales. Depending on sales trends, supply volumes will be increased and additional promotional events will be pursued.

The launch is intended to expand the consumer base for rice produced in Busan and secure stable sales channels. Busan Metropolitan City plans to continue promoting sales of “Hwanggeum Yechan” in connection with initiatives such as discount support programs for agricultural products from the Busan area.

In particular, supply volumes will be increased in stages based on sales performance and consumer response, while new sales outlets, including additional Hanaro Mart branches, will be sought to broaden the distribution and sales network for agricultural products produced in Busan.

The City will continue product sales and consumer promotion efforts while also increasing consumer awareness during the initial launch period.

Park Mi-jin, Director of the Busan Agricultural Technology Center, said, “The launch of ‘Hwanggeum Yechan’ at Hanaro Mart will provide an opportunity to introduce Busan-grown rice to more residents and secure stable sales channels. We will continue to provide various forms of support and promotion to expand consumption of high-quality agricultural products produced by local farmers and secure additional sales channels.”