[E-Daily Reporter Han Jeon-jin ] I’ll try just about anything and report back to you. I’m interested in not only new products but also products making a comeback. I avoid simple reviews. I’ll also explain why a product is popular and why it was launched. I’ll try everything from gum to steaks at high-end restaurants. If there’s food to be had, I’ll go anywhere. These are “self-funded” reviews —I pay for everything out of my own pocket. <Editor’s Note>

It’s no longer a katsu—it’s a rice bowl. Since rebranding its “Yeon-don Katsu” as “Yeon-don Fried Rice Bowl” last year, #The BORN Korea has been reorganizing its brand around rice bowls. Since then, it has continued its transformation by successively introducing various menu items, including its signature “Open-Lid Chicken Lunch Box” (Ttu-yeol-chi). The newly launched menu item is the “Char-Grilled Chicken Teriyaki Rice Bowl.” Will it become another signature dish to follow in the footsteps of “Ttu-yeol-chi”?

I ordered it for delivery from a Yeon-don location near my home. The price on the delivery app was 9,500 won, while the in-store price is 8,500 won. Since most Yeon Don branches these days operate primarily as delivery-only locations without a dining area, I opted for delivery. As soon as the food arrived, a savory aroma wafted out through the slightly ajar lid. The scent reminded me of the Ttu-yeol-chi I’d eaten before. While the lid wasn’t completely open, the smell alone was enough to whet my appetite.

When I opened the lid, large chunks of chicken thigh meat covered the rice. On top of that sat a whole fried jalapeño, and a generous layer of dried seaweed flakes was scattered beneath the rice. Although it didn’t look quite as neat as the photo on the menu, my first impression was that it was quite a hearty meal. It was accompanied by a cabbage salad, pickled radish, and dried radish strips, so the combination wasn’t monotonous.

The star of the dish is the chicken thigh. While “Ttuyeolchi” emphasizes the savory crunch of deep-fried chicken, this dish relies on the mild, juicy flavor of the chicken thigh. The meat wasn’t dry or tough, and the skin—left on just enough—kept the savory flavor alive. Additionally, the dried seaweed flakes enhanced the umami of the rice, adding a subtle twist to what could otherwise be a run-of-the-mill chicken rice bowl.

The unexpected star of the dish is the fried jalapeño. It’s spicier than expected, and when eaten between bites of chicken and rice, it cleanses the palate. It provides just the right kick to prevent the dish from becoming monotonous as you continue eating. The cabbage salad and dried radish strips are also well-balanced accompaniments that enhance the overall quality of the dish. For the average Namsung who enjoys stir-fried pork, this is a dish that should appeal to most without much controversy. I didn’t feel like the portion size was lacking either.

However, the “char-grilled” and “teriyaki” elements highlighted in the menu name fell short of expectations. Although it was called “char-grilled chicken,” I could barely taste any smoky flavor, and the teriyaki sauce also had a weaker presence than I’d expected—so much so that I wondered if they’d forgotten to add it. It was also disappointing that the fried jalapeños lost their crispness and became somewhat soggy after absorbing moisture during delivery. My impression might have been different if I’d eaten it right there in the restaurant.

While the “Ttuyeolchi” is a dish that relies on a single, powerful punch of crispiness and nutty flavor, the “Direct-Grilled Chicken Teriyaki Rice Bowl” is a style where the chicken, dried seaweed flakes, jalapeños, and side dishes each add a little flavor to create a rich, layered taste. However, I also thought that for some people, the mix of various flavors might feel a bit scattered. The price of 9,500 won for delivery is also a point of consideration. At this price point, there are plenty of competing bento box options offering similar portion sizes. Personally, I didn’t find this dish to have the same strong appeal as the “Ttuyeol Chicken” in terms of price or taste.

Nevertheless, this menu item is significant in that it demonstrates the direction Yeon Don Fried Rice is heading. In 2025, The BORN Korea rebranded Yeon-don Ball Katsu as “Yeon-don Fried Rice Bowl,” shifting its focus to become a brand centered on fried rice bowls. Following the launch of the lunch box, sales increased significantly, leading the company to even go so far as to boldly replace its signage. This was essentially a comeback strategy for Yeon-don Ball Katsu, which had previously suffered significant damage to its brand image due to conflicts with franchisees.

Recently, CEO Baek Jong-won has also been focusing his efforts on restoring the brand’s image following his return to YouTube. This new menu item is another attempt to reestablish the Yeon-don brand. Given that the name “Yeon-don” alone once generated high consumer expectations, it has now become even more important to consistently introduce menu items that live up to that name. The next challenge for the “Yeon-don Fried Rice Bowl” is whether it can become another hit that surpasses “Ttuyeolchi.”