July 8, 2020
After around 16 years, Kellogg’s Korea’s limited-edition flavour released this season, complete with a catchy ad and an apology for the wait, has taken on surprising cultural significance for an odd culinary experiment of the taste.
South Koreans have been in a state of waiting since 16 years for their much-liked savoury having crispy bite longing to satisfy their taste buds. This season, they finally can fill a bowl with the cereal they wanted all along: green onion-flavoured Chex.
Back in 2004, the company made an advertisement to gather public vote for a new product: chocolate-flavoured Cheki or green onion-flavoured Chaka. One had to be chosen for the mass production. Green-Onion Chaka led by an overwhelming response, but duplicates were said to mar the online vote and ultimately Cheki was declared the winner. Many of the disappointed South Koreans saw the outcome as more than a marketing mishap which delayed its coming back this time.
“It’s kind of representative of bigger issues in South Korean society,” said Raphael Rashid, a Seoul-based freelance journalist who writes about South Korean politics and culture. “South Koreans are used to or have experienced, you know, like years, if not decades, of dictatorship.”
The chocolate victory was “kind of reminiscent” of that, he said.
It brought to the surface long-buried memories for Ms.Yoon Gunhee, who voted in the infamous election then. She said she was around 13 or 14 year old when she discovered an advertisement for the flavour election on the back of a cereal box.
“At the time, I was young so I voted for chocolate,” said Yoon, a freelance game graphic designer. “Green onion really didn’t sound appetizing.”
Thinking back the yester years, Yoon said she was amused this week by the light-hearted commercial for green onion Chex — featuring a popular South Korean singer declaring, “I’m sorry, I’m sorry that the green onion flavour arrived so late” and “the promise must be kept,” with scientists in white gowns in a laboratory labouring to develop the perfect taste and flavour. The video has collected up over 900,000 views on YouTube channel. Yoon said she would at least give a try for once.
“The rigged voting at the time was such an unpleasant experience,” she recalled. While the memory was a small one, she was reminded of it whenever she saw a box of Chex.
“I think I will be able to sort out my feelings after eating green onion flavoured Chex,” Yoon said.
South Korean Twitter has been rejoicing by uploading photos of their Chex. Some, feeling adventurous, sprinkled green onion cereal pieces as a garnish on South Korean signature dishes including kimchi and spicy ramen noodles.