Yeoju Rice achieves second consecutive August sell-out

The ‘Daewangnimpyo Yeoju Rice’ brand has achieved a complete sell-out of its stock for the second consecutive year in August. The Yeoju Agricultural Cooperative Joint Business Corporation (Integrated RPC) reported that it successfully sold all 27,700 tons of rice purchased from farmers last year by the end of the previous month.

To meet demand ahead of the Chuseok holiday, the Integrated RPC has begun selling the 2026 early-harvest ‘Hitomebore’ variety. The retail price for 10kg has risen to approximately 48,000–49,000 KRW, up from the previous year. The cooperative also plans to implement an incentive system for farmers who produce high-quality rice with a protein content below 6%.

In an effort to expand the brand into the premium culinary market, a showcase was held at the Michelin-starred restaurant ‘Bicena’ in Seoul. Chef Jeon Kwang-sik presented five creative dishes, titled ‘Jinsang Omi’, which utilize Yeoju rice in various forms including scorched rice, main courses, and desserts. This collaboration aims to transition the brand from a staple food to a high-end ingredient for fine dining.