"The Rice Is Not to Blame"... Why Orders for Hee-Won Jung’s Hetbahn Rice Plan Surge Despite Personal Controversy

[Financial News] As Hee-Won Jung, head of the Decelerated Aging Research Institute and a leading figure in the 'decelerated aging' trend, faces a personal controversy, several food companies that previously collaborated with him have started to distance themselves. Nevertheless, sales of the 'Hetbahn Rice Plan,' a product launched in partnership with CJ CheilJedang, have actually increased following the controversy.

The main reason is undoubtedly the price. According to industry sources on the 29th, CJ CheilJedang is offering discounts on existing Hetbahn Rice Plan products featuring Jung’s face and name through its official online mall and brand store. For example, a 36-pack of 'Hetbahn Cooked Whole Grain Rice (130g)' is now being sold at 29,990 KRW, about 61% off its regular price of 77,400 KRW.
With the discount, each pack of whole grain rice costs about 830 KRW, making it roughly 17% cheaper than a 36-pack of 'Hetbahn Small Bowl' (white rice only, 36,000 KRW; 1,000 KRW per pack). The company decided to replace the packaging displaying Jung’s face and name, leading to large-scale clearance sales to deplete inventory.
As a result, many consumers seeking 'rational spending' have rushed to purchase. In fact, a notice on the CJ CheilJedang brand store on Naver states, “Due to higher-than-expected order volumes, shipping and delivery are currently delayed.” The Hetbahn Rice Plan products also rank high in real-time and daily best-seller categories on the store.

Maeil Dairies is also offering a 24-pack of 'Maeil Lentil Low Sugar Soy Milk,' developed in collaboration with Jung, at a 50% discount—now 18,900 KRW, down from the original 38,400 KRW on its official online mall. Aside from the controversy surrounding Jung, this is considered an opportunity to purchase health foods at lower prices.
Hetbahn Rice Plan, launched last November by CJ CheilJedang using Jung’s recipes, quickly gained popularity, surpassing 10 million units sold in less than a year. However, after Jung became embroiled in an alleged affair with a woman in her 30s who worked as a commissioned researcher, the companies he partnered with have responded by removing his photos or delisting the products from sales platforms to protect their public image.
An industry insider commented, “There is nothing wrong with the product quality itself, and since these were premium products previously sold at higher prices, it’s natural for orders to increase when they go on sale. Large-scale discounts allow for rational consumption, especially during times of high inflation when consumer burdens are rising.”

bng@fnnews.com Kim Hee-sun Reporter