In part one, CJ Newsroom explored many aspects of Hetbahn, from its humble origins as a household rice product for busy mothers to its unique, months-long shelf life. Read on to learn about Hetbahn’s innovative packaging design, preparation process, various product offerings and more.
Why does Hetbahn packaging have such a unique shape? Why is the packaging not round, like a lot of instant rice packaging?
Hetbahn’s instant rice packaging has an eye-catching shape, with a many-sided structure rather than a smooth, circular rice bowl shape. It isn’t all about aesthetics, however. In fact, the bowls’ 20 distinct edges give their structure a rigidity and impact-resistance that smooth packaging does not have, making them far less vulnerable to being crushed or punctured. Early on, CJ CheilJedang questioned the idea that rice bowls always needed to be round. First the company introduced a rectangular shape instead, then iterated on the design until arriving at the robust, unique shape it uses today.
The concave dimple at the base of the packaging, meanwhile, is not to reduce the amount of rice in each bowl. Actually, it is crucial in ensuring that the rice is cooked thoroughly and evenly.
Why, when peeling back the lid of a packet of Hetbahn, can you see holes distributed over the surface of the rice?
This is a very common customer question, but it is nothing to be concerned about. In fact, this quirk is important in making Hetbahn as delicious as it can be.
When Hetbahn is being prepared, the rice is compactly pressed down into the container and a little water is added. When the machine presses down, it deliberately creates these holes, because this helps distribute heat much more evenly throughout the rice when cooking. It also assists the ‘gelatinization’ rate. Gelatinization is the process by which moisture enters the rice grains, releases starch and makes it chewy and tasty. So, these unassuming but distinctive holes go a long way in making Hetbahn taste great.
As the market leader in Korea, how does Hetbahn ensure the taste and quality of its rice stays consistent?
Hetbahn’s biggest advantage is its in-house rice polishing and cooking system. Hetbahn places great value on taste and quality, and it achieves these things through rigorous R&D and a production system it has spent years refining.
‘Polishing’ is when the outer shell of the rice is peeled away, transforming it from hyunmi (brown, freshly harvested rice) to baekmi (white rice, ready for cooking). Soon after rice has been polished, oxidation begins, and rice begins gradually to lose its moisture content. The upshot is that the sooner the rice is cooked after the polishing, the better. CJ CheilJedang ensures that rice is always cooked no longer than one day after it is polished. Furthermore, Hetbahn rice is cooked in the factory at over 140 degrees Celsius, which is higher compared to 99 in a pot at home and 117 in a pressure cooker. This increase in heat boosts gelatinization and, as a result, taste.
Does Hetbahn offer a variety of products or just white rice?
White rice is Hetbahn’s signature offering, but there are lots of other options too. Hetbahn also produces multigrain rice, mixed multigrain rice, white rice porridge, rice bowls with added toppings and Hetbahn Cupbahn.
Following the long-term success of Hetbahn nationally, CJ CheilJedang has now decided to take a more global approach. Recently, the company introduced new products such as Multigrain Rice Bowl varieties to the U.S., where the instant rice market is growing by 14% every year.
With the steady rise in health-conscious consumers with busy lifestyles, CJ CheilJedang plans to continue expanding its wellness products line-up, including its new Hetbahn Konjac Rice, catering to the growing needs for healthier lifestyles and nutrition-rich diet.
