Raffle Draw for "Eomuk Chill in Seoul" Strengthens Ready-to-Eat Product Innovation

Raffle programmes with prizes remain an effective strategy for companies to build closeness with consumers while introducing product innovations. This approach is also considered capable of delivering experiences relevant to lifestyle trends, particularly among the younger generation.

CEDEA, a processed fish food brand from PT Citra Dimensi Arthali, has implemented this through the “Eomuk Chill in Seoul” raffle programme.

CEDEA’s Head of Marketing, Inong Fatimah, stated that the programme is part of the company’s strategy to introduce its latest product line, Eomuk Bar Ready to Eat.

“So far, CEDEA has been more known for frozen food products. Now, we are innovating by offering ready-to-eat products that are more practical and suited to Gen Z lifestyles. To introduce this product, we are presenting a raffle programme with the main prize being a trip to South Korea,” she said after the draw in Jakarta on Wednesday (1/4).

The programme, which ran from 17 November 2025 to 17 February 2026, received a positive response from the public. Consumer enthusiasm reportedly exceeded expectations, in line with growing interest in ready-to-eat products based on fish protein.

In this programme, CEDEA provided total prizes worth Rp140 million for 140 winners. The five main winners have the opportunity to take a trip to Seoul for two people, with all travel costs, accommodation, and taxes covered by the company.

The five main winners are Salman Faridi, Novian Aurelio, Romauli Devianti, Diarini, and M Wisnu Wicaksono.

The draw process was conducted openly and broadcast live via social media, witnessed by representatives from the Ministry of Social Affairs of the Republic of Indonesia and the DKI Jakarta Social Services Office to ensure transparency and compliance with applicable regulations.

Inong added that this product innovation is a response to changes in public consumption patterns that increasingly prioritise practicality without neglecting quality.

“CEDEA is bringing a new experience relevant to trends and Gen Z lifestyles, particularly through ready-to-eat processed fish products,” she said.

The Eomuk Bar Ready to Eat product comes in two variants: Korean Spicy with spicy sauce and Cheese Tasty with added cheese pieces, as a practical Korean-flavoured snack alternative.