[인사이트] Reporter Kim So-young = CJ CheilJedang’s first brand, ‘Beksul’, which has led changes in Korean food culture, is reborn.
CJ CheilJedang recently announced that it will renew its representative cooking brand, ‘Beksul’.
The renewal included major changes, including design changes such as the brand logo and product packaging, as well as product expansion and reorganization. The strategy is to become a ‘today’s dish’ brand that provides solutions for all dishes by reflecting rapidly changing consumer needs.
The most notable thing is the logo change. While maintaining its original identity, Beksul changed its logo to a more concise ‘snowflake’ image to reflect the new brand’s vision.
In line with this, the package design was also extensively renewed. Beksul products with the new logo are attracting consumers’ attention with a more modern design.
The snowflake star logo, which is so vivid that it can be seen even at the end of the mart, contains the will to present indicators of Korean cuisine culture and taste through various products like stars, a milestone in the night sky, and to provide culinary solutions.
Along with the impactful logo, the product portfolio has also been expanded.
CJ CheilJedang is actively fostering new items such as ‘sauce’ and ‘seasoning’ as new growth engines for the brand, in addition to ‘cooking ingredients (sugar, flour, cooking oil, seasoning)’, which are the main products of the existing Beksul brand familiar to consumers of all ages. .
Incorporating ‘Dadam (Simple Seasoning)’ and ‘Haseonjeong (Fish Sauce)’ into Beksul’s sub-brands, and adding a dressing lineup, the company will focus on strengthening its product lineup to help ‘today’s dish’.
Through the Beksul brand, we plan to provide easy and convenient cooking solutions so that even ‘beginners in cooking’ can confidently ‘challenge’ the dishes they want to try.
An official from CJ CheilJedang said, “We decided to renew the brand to reflect trend changes and lead a new culinary culture. It will become a brand,” he said.
Meanwhile, CJ CheilJedang also released video content (brand film) containing Beksul’s philosophy and new vision through YouTube and other channels.
The video captures the direction of the brand, which has been leading Korean food culture from the past to the present, in a fantasy technique. In particular, it is impressive to see today’s people of all ages enjoying cooking.
Beksul is the first brand of CJ CheilJedang, which produced sugar for the first time in Korea, and has led changes in Korean food culture. In the 1960s and 1970s, ‘Beksulpyo’ flour, cooking oil, and seasoning were released, followed by major cooking ingredients such as ham and marinade in the 1980s and 1990s.
In 2022, it achieved sales of 2 trillion won as a single brand and has grown into a ‘mega brand’ representing various culinary ingredients.
