The modern people interest in health and their busy lifestyles, they are looking for easy meal replacements. The culture of consuming porridge is no longer just food for seniors or patients but is becoming a culture that combines health and convenience with the Home Meal Replacement (HMR) trend. Typical Korean porridge includes pumpkin porridge, red bean porridge, shrimp porridge, seafood porridge, and pine nut porridge, and this variety of products shows that Korean porridge culture has a high degree of diversity.
A variety of Korean instant porridge products are available at Lazada Mall in Singapore. Porridge culture in particular is recognized as a staple in Asian cultures and Singaporeans enjoy a hot porridge called "congee" for breakfast. Singapore consumers who have a rich cultural background, are interested in Korean porridge, and it has received positive feedback from online stores. CJ CheilJedang, which has a presence in Singapore's Lazada Mall, has rebranded from "Bibigo Porridge" to "Hetbahn Soft Meal," focusing on the intrinsic value of rice and optimizing the texture of rice grains ideal for porridge. Particularly, the company thoroghly manages the harvesting, drying, and storage, and processing of rice in Korea, to ensure the best quality. Another beloved porridge brand, Bonjuk, managed by BONiF, reported an impressive annual revenue surpassing KRW 200 billion in 2019. Moving beyond the traditional perception that porridge is merely for the sick, the brand has broadened its appeal both domestically and abroad by introducing a range of flavors. Bonjuk satisfies many consumers with new flavors such as bulnak (fire spicy octopus) porridge, jjamppong (spicy seafood noodle) porridge, nakji (octopus) kimchi porridge, and yukgaejang (spicy beef soup) porridge. Notable reviews by consumers who have purchased these products on Lazada mall are: "It's fresh and tasty, and I would love to repurchase," "It's incredibly convenient to prepare and I want to try other flavors," and "It's filling and delicious, making it perfect for breakfast or a light dinner."