The Born Korea(475560)’s Chinese restaurant franchise Hong Kong Banjeom 0410 said on the 13th that it will launch a new menu item, Tongyeong Oyster Jjamppong, made with oysters, a specialty of Tongyeong in South Gyeongsang.
/Courtesy of The Born Korea
The new dish is the fifth product in Hong Kong Banjeom’s Paldo Hong Kong Banjeom project, which develops region-specific menus using local dishes and specialties from eight regions nationwide.
Starting in June with dwaeji gukbap jjamppong, a reinterpretation of Busan’s pork-and-rice-soup dish, Hong Kong Banjeom rolled out zucchini stew jjamppong in July, army stew jjamppong in September, and grilled pork intestines jjamppong in October.
This time it used ingredients from Tongyeong, Korea’s leading oyster-producing area. The company said it simmered Tongyeong oysters and vegetables with seaweed to bring out a clean, savory broth.
Paik Jong-won, CEO of The Born Korea, also visited a Hong Kong Banjeom location in Geoje, South Gyeongsang, to introduce the new menu in an episode of My Pick, My Bite Season 2 posted on his YouTube channel on the 12th.
Hong Kong Banjeom will sell Tongyeong Oyster Jjamppong for a limited time at locations nationwide, excluding some stores, through the 25th. From the 26th, sales will continue at stores in Geoje, Gimhae, Sacheon, Jinju, and Changwon in South Gyeongsang through Feb. 28 next year.
During the nationwide sales period, diners in stores receive a 2,100-won discount, and customers who order through Baemin get 3,000 won off.
Hong Kong Banjeom is also running a stamp tour tied to the regional specialty menus. Through Feb. 28 next year, customers who order the designated regional menu at participating locations and collect eight stamps will be entered into a drawing to win 5 don of pure gold, a Hotel The Born Jeju stay voucher, and Hong Kong Banjeom mobile vouchers.
A Hong Kong Banjeom official said, “Paldo Hong Kong Banjeom is a project that reimagines each region’s distinctive ingredients and food culture as Hong Kong Banjeom’s own jjamppong,” adding, “This time, we added seaweed to Tongyeong oysters, a local specialty, to create a deep broth. As the weather turns chilly, we hope you’ll enjoy the taste of Tongyeong’s sea with a warm bowl of jjamppong.”
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Dining and Cooking