Shinsegae Department Store expands 'Local is Shinsegae' project to hanwoo

Shinsegae Department Store announced Thursday it is expanding its "Local is Shinsegae" project — which spotlights hidden regional value — into hanwoo.

The event runs Friday through July 16 at the food halls of its main branch, Gangnam branch, Centum City branch and Daegu branch. It marks the first time the "Local is Shinsegae" project, which has introduced regional food and culture as travel content, turns its focus to producers and local ingredients themselves.

The event will feature "Cheongbori Hanwoo" from Yeonggwang, South Jeolla Province, and "Yeomul Hanwoo" from Gangjin. The Yeonggwang cattle are raised on feed made from fermented and aged barley and grazed on pastures spanning roughly 200,000 square meters. The Gangjin cattle are fed a traditional grain mash made by boiling sesame, oats and barley bran.

Customers can experience the distinct flavors and character of hanwoo from each region, including a variety of specialty cuts. The event is also tied to Shinsegae's company-wide "Taste the New World" campaign. Starting Thursday at 8 p.m., customers who download an event-exclusive coupon through the Shinsegae Department Store app can purchase event products at special prices.

A "premium dining project" is also planned, in which a well-known hansik chef will collaborate to present a multi-course meal featuring local hanwoo. The department store also plans to work with food influencers to share the stories of local producers and expand regional ingredients into high-end culinary content.

"We will provide customers with a differentiated dining experience and give producers an opportunity to build brand value, developing this into a sustainable local business model," said Lee Seong-hwan, executive director of sales strategy at Shinsegae Department Store.