In a YouTube video now viewed more than 3.4 million times, a petite social media influencer stares out across a spread of six and a half pounds of U.S. pork butt steaks and pork belly. Over the course of the video she cleans every single plate.
The promotion was orchestrated by USMEF through funding by the National Pork Board to highlight a South Korean restaurant chain’s switch to chilled U.S. pork.
The CT butt steak has been the signature dish at the Seoga & Cook chain since 2007. The feature has been so successful that other restaurants sought to copy the style, so Seoga & Cook sought new ways to set themselves apart from the pack. With the help of USMEF, the solution for differentiation was to switch from frozen, domestic pork to chilled U.S. pork butt steaks.
To highlight the upgraded product, USMEF and Seoga & Cook teamed up with YouTuber Tzuyang whose 5.4 million subscribers are drawn in by her legendary grand appetite.
“This promotion had a big impact, not only for promoting the restaurant’s new offering, but also for showing Korean consumers the quality of chilled U.S. pork,” said director of USMEF-Korea Junil Park. “Despite increasing COVID restrictions, U.S. chilled CT butt usage was 30% above expectations in December.”
Park adds that so far, 15 Seoga & Cook outlets have switched to chilled U.S. pork.