[Edaily Han Jeon-jin Reporter] “It seems customers are the first to notice the change. Things were certainly tough during the restructuring period. Now, the atmosphere is encouraging, and customer feedback has been positive.”

On the 16th, at the Homeplus Express pop-up zone set up at First Kitchen, the HARIM Co., Ltd.(136480) Comprehensive Food Factory in Iksan, North Jeolla Province, Jo Hye-young, Head of the Online Marketing Division, described the recent shift in atmosphere since joining HARIM Co., Ltd. The starting point for this change is fresh produce. The item offered for tasting that day was the seasonal Gamhong apple. Director Cho explained, “We’re still in the process of driving change and are currently focused on enhancing product competitiveness,” adding, “In line with HARIM Co., Ltd.’s food philosophy that ‘the best taste comes from freshness,’ we’re concentrating on preserving the freshness and authentic flavor of produce sourced directly from the farms.”

HARIM

◇10,000 won for a bag of apples… HARIM Co., Ltd.’s new addition bets on “freshness”

At the “NS Food Festa 2026 Iksan,” which opened that day, Homeplus Express—HARIM Co., Ltd.’s newest addition—set up a booth. This food and culture festival is being co-hosted by NS Home Shopping and Iksan City through the 17th. A marketplace featuring HARIM Co., Ltd.’s food subsidiaries has been set up among factories producing instant noodles and instant rice, and Odd Grocer, HARIM Co., Ltd.’s direct-delivery platform for fresh foods, also opened a pop-up shop. The event is designed so that visitors touring the factories can shop outside and sample products from the subsidiaries.

Inside the booth, visitors were busy picking out apples. Under a display of red apples stacked like pillars, each wooden crate was heaped high with apples. It cost 10,000 won to fill a bag. Visitors opened transparent bags, picked up apples one by one, examined their size and color, and then selected which ones to put in. Some filled a bag with 10 apples, and others even managed to fit up to 12. When a staff member held out the bag, some customers could be seen slipping additional apples into the empty spaces.

The HanExpress booth wasn’t just about fruit. On the refrigerated display shelves, ready-to-cook meal kits—such as budae jjigae and udon—were lined up side by side, each bearing the “NS Food Festa” event price tag. With ready-to-eat meals displayed right next to the fruit stand, it felt as if a small neighborhood supermarket had opened up. At the tasting counter, a steady stream of people stopped to sample Shine Muscat grapes and Gamhong apples, while customers lined up at the checkout. The customer base was diverse, ranging from families with young children to middle-aged and elderly people.

◇A Food Factory Transformed into a Food Market… A Festival for Tasting and Shopping

Outside the booths, the “Fresh Market” was set up by five food subsidiaries of HARIM Co., Ltd. and SUNJIN Co., Ltd., allowing visitors to sample and purchase products. Visitors lined up in front of the HARIM Co., Ltd. and SUNJIN Co., Ltd. booths, while at the Juwonsan Duck booth, staff members wearing red aprons handed out small paper cups filled with boiled duck legs. Behind customers tasting the food while wearing sun hats stood freezer displays filled with packaged products. Visitors carrying red shopping bags emblazoned with the SUNJIN Co., Ltd logo were also noticeable. Under the tents bearing the names of the affiliate companies, a steady stream of people came to sample the food and select items to purchase.

At the Odd Grocer pop-up zone, demonstrations of deboning a whole chicken into individual cuts were held several times a day. Odgrocer is HARIM Co., Ltd.’s fresh food platform, which emphasizes “same-day production and shipment,” and also sells products from local farms and food companies. Foods that visitors had previously only selected on a screen were presented to them in person that day, along with the preparation process. From neighborhood supermarkets to doorstep delivery, the journey of HARIM Co., Ltd. foods to consumers was laid out right in front of the factory.

Around lunchtime, tables laden with food began to line the outdoor plaza between the factory buildings. Visitors carrying their purchases mingled among people eating or resting under red and white parasols. This year marks the fifth year that the festival has been held in Iksan, where HARIM Co., Ltd.’s headquarters are located. Jeon Young-ju (in her 50s), an Iksan resident who visited the event with her husband, said, “Since I live in Iksan, I came out with my husband,” adding, “It feels good to know this is a festival held right here in our community.” The organizers’ target attendance for the two-day event is approximately 20,000 visitors.

◇From the Factory to the Grocery Store Around the Corner… HARIM Co., Ltd. Bridging Manufacturing and Distribution

The decision to set up both manufacturing and sales spaces inside and outside the factory reflects the direction of HARIM Co., Ltd.’s food business. The goal is to integrate the entire process—from raw material procurement to food manufacturing, storage, delivery, and sales—into a single, seamless chain. The decision to connect the production line at HARIM Co., Ltd.’s First Kitchen to the smart logistics center “FBH” via a conveyor belt is part of this vision. The strategy aims to maintain food freshness and ensure both quality and price competitiveness by reducing the number of steps between production and distribution. HanExpress, which joined the group this year, handles the final stage: sales.

This year, in particular, marks a turning point for HanExpress. After Homeplus entered corporate rehabilitation proceedings last year, disruptions in product supply led to a reduced product lineup and a loss of customers. Subsequently, NS Home Shopping stepped in as the acquirer, working to normalize supply through measures such as payment guarantees for partner companies, and finalized the acquisition on June 22. There are currently 283 stores in operation nationwide. While enhancing the competitiveness of existing stores, the company has also left open the possibility of expanding its store network in response to customer demand.

The strategy to integrate distribution networks is also being implemented in product management. Products whose marketability has been verified by NS Home Shopping will be introduced at Homeplus Express stores, and items that receive a positive response in stores will be expanded to television broadcasts and online channels. Products from local farms and small-to-medium-sized food companies are also being targeted for discovery. HARIM Co., Ltd.’s manufacturing and sourcing capabilities and NS Home Shopping’s product planning expertise will be leveraged. Homeplus Express stores will also be developed into hubs for processing online orders and handling local deliveries.

In his welcome address that day, Kim Hong-guk, Chairman of HARIM Co., Ltd., said, “I expect Homeplus Express to serve as another channel through which we share our food philosophy with customers.” Regarding store expansion, he emphasized, “While existing stores are currently concentrated in the Seoul metropolitan area and major cities, I believe they will naturally increase in number,” adding, “We must go first to where our customers are calling us.”