900-won temptation sells out as smaller, cheaper products gain ground

A 200-milliliter cup of coffee priced at 900 won has sold out its initial production run, offering a clear example of how South Korea's food industry is reshaping products for price-sensitive consumers.

Namyang Dairy Products launched two small-format varieties of its French Cafe Devil's Temptation coffee in early August, a cafe latte and a vanilla latte. The 200-milliliter cups cost 900 won, compared with 1,300 won for the company's existing 250-milliliter line. The new price is about half the cost of an Americano at a low-price coffee chain.

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As high prices continue, practical demand is growing in the coffee market for reducing the price burden and enjoying only as much as needed. We plan to continue expanding product choices that reflect different consumer standards.

Orders reached 120,000 bags roughly three weeks after launch, prompting the company to begin additional production. Namyang said consumers increasingly want to reduce the burden of coffee prices and buy only the amount they need as high prices persist.

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These products were planned to reflect the growing number of one- and two-person households and the trend toward convenient, 부담 없는 meals.

The same approach is spreading through convenience-store meals. CU launched 13 products under its mini ready-meal concept on Aug. 18. The lineup includes five single-dish meals in hand-sized cups, two-piece rice-ball products wrapped in fried tofu, and small sandwiches. CU said consumers showed a clear preference for smaller meals because of concerns about portion size, calories and leftover food.

CJ CheilJedang also plans to release 110-gram Hetbahn Mini Rice. The serving is about 48% smaller than the company's standard 210-gram Hetbahn. The products reflect an industry trying to keep prices accessible while costs for ingredients, labor and logistics continue to rise.

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Consumer research also showed a clear preference for mini ready-made meals because of concerns about portion size and calories, as well as the problem of dealing with leftovers. In line with high prices, we expect demand for light and reasonable meals to grow further.