“They deep-fried a whole bibimbap” ... No Brand Burger unveils the “Real Bibimbap Burger”

[Financial News] No Brand Burger is launching the “Real Bibimbap Burger,” a reinterpretation of bibimbap as a burger, and will run a pop-up store in collaboration with Jeju Air.
According to industry sources on the 27th, No Brand Burger, owned by SHINSEGAE FOOD Inc., will launch the Real Bibimbap Burger starting on the 30th to mark “2026 Korea SSG Day,” an event jointly held by 18 Shinsegae Group affiliates. The new menu item was developed in response to the global popularity of Korean cuisine, bringing bibimbap, a signature K-food dish, into burger form to offer customers at home and abroad a distinctive dining experience.
The Real Bibimbap Burger captures bibimbap’s distinctive flavors by combining a crispy deep-fried bibimbap patty with a flame-grilled patty, a fried egg, onions, lettuce and more. It is designed to be easy to enjoy with one hand. It costs 5,900 won on its own and 7,900 won as a set.
Alongside the launch of the new menu item, SHINSEGAE FOOD Inc. will partner with Jeju Air to operate No Brand Burger’s Seongsu Lab location in Seongdong District, Seoul, as a pop-up store from the 30th through the 28th of next month. The pop-up space will offer a distinctive brand experience with a range of features, including a boarding-pass stamp event and a merchandise display.
Benefits are also available for foreign tourists. During the pop-up period, the first 1,000 foreign customers to purchase the new menu set at five major locations—Seongsu Lab, Hongdae, Busan Gwangbok, Busan Seomyeon and Shinjeju—will receive a travel kit.
A representative of SHINSEGAE FOOD Inc. said, “This menu reinterprets bibimbap, a signature K-food dish, as a burger and was designed to help customers at home and abroad experience Korean food in a more familiar and enjoyable way.” The representative added, “We will continue to expand the customer experience through distinctive menu items and benefits unique to No Brand Burger.”


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