Popup Craze for CJ CheilJedang’s New 'Sobaba' Chicken: Affordable, Air‑fryer Fresh
Creatrip Team
a month ago
CJ CheilJedang launched a new chicken brand, Sobaba, and drew about 2,500 visitors to a three‑day popup in Seongsu‑dong. The popup offered various portion sizes—from small paper‑cup servings (3000 KRW with cola) to a whole chicken (15,000 KRW with cola)—and cooked orders quickly in air fryers on site (7–14 minutes). Customers praised the lighter, crispy taste compared with typical franchise fried chicken, and the brand recorded strong sales: the newly launched 'Golden Holic' boneless fried chicken hit 6 billion KRW in three months, and Sobaba lineups have helped reach 25 billion KRW in cumulative sales and 25 million units sold (as of Q1). CJ aims to grow Sobaba from a ready‑meal product into a standalone brand to capture at‑home consumption and compete with delivery and restaurant chicken. (air fryer: a small countertop convection cooking appliance)
