Why This Company Keeps Making Low-Protein 'Hetbahn' Instant Rice for 16 Years
Creatrip Team
2 months ago
CJ CheilJedang developed a low-protein version of its popular instant rice 'Hetbahn' (햇반) in 2009 to help people with phenylketonuria (PKU), a rare metabolic disorder that prevents protein digestion. PKU patients—about 300 in Korea—must follow strict low-protein diets; before CJ’s product they relied on expensive, poor-quality imports. After an employee raised the issue to management, CJ invested about 800 million won and seven months of R&D, creating a specialized process that reduces protein to roughly 10% of regular Hetbahn while keeping taste and texture similar. Priced affordably below 2,000 won per pack and produced in dedicated facilities, the product is not profitable—production is slow and costly—but CJ continues making it as part of its social mission (사업보국, a business philosophy of serving the nation). The low-protein Hetbahn has been widely appreciated by PKU families, supplied to support events like PKU family camps, and recognized internationally for innovation.
