Cheongja Dabang, a leading food and beverage company from the Gwangju and South Jeolla Province region, is drawing attention with a strategy that includes an oversized bucket bingsu and a new 1.5-liter large-format drink lineup.
The company unveiled a value-focused beverage lineup offering larger portions at lower prices, targeting customers whose budgets have tightened amid the economic downturn.
Cheongja Dabang launched new large-format products — including bucket bingsu and bucket coffee — earlier this month. The cups are reusable, and customers who bring one back receive a 1,000-won discount on their next drink.
The bucket coffee offers significantly more volume than a standard coffee, letting customers enjoy their drink over an extended period across a variety of settings.
Cheongja Dabang operates more than 200 franchise locations and gained popularity as the first cafe chain in the country built around the concept of roasted sweet potatoes. The company has continually developed new products — such as roasted sweet potato latte and injeolmi bingsu — to open new markets, while sourcing hundreds of tons of sweet potatoes from Haenam every year.
Kang Seong-cheol, a manager at Cheongja Dabang, said demand for coffee and beverages has been rising as the heat wave intensifies. "We launched new value products with lower prices and larger portions to reflect the latest consumer trends," he said, adding that the eco-friendly reusable cups and the 1,000-won discount for returning them have boosted both environmental awareness and customer satisfaction.
sij@heraldcorp.com
