It's the holiday season. If I had done this, I would have advertised it extensively. Are you getting ready for the holiday? We are buying hamburgers. There's the Lotte Burger, the Chuseok Burger, right? While listening to the sounds of traditional Korean music, I'm turning around and eating a hamburger. Today is a holiday. I will try the new Lotte Burger, the Bulgogi Poten Burger. It's labeled as a limited edition and offers a new taste experience with Chef Joseph. What new taste are we going to experience? The set costs 9,700 won and includes a drink and a patty. However, the patty doesn't have the usual feel; it gives off the vibe of a hamburger you would eat during the holidays. The hamburger meat feels like a savory pancake. What’s the concept here? Why Bulgogi?

It's called a potent burger, right? No, it's crazy! Because, you see, the thing on top is a mystery scout, and I thought it was a fry. But if you look inside, it's packed with bulgogi. It actually tastes like bulgogi pancake from the holidays. After eating it, you're going to have bad breath. The taste seems like it will worsen your breath. You know dumplings? When you actually eat them, they can make your breath smell bad because the finely chopped dumpling filling tends to linger in your mouth. Over time, it starts to smell. So, dumplings are one of the foods that can cause bad breath. Since bad breath might happen, with the holidays approaching, it seems like a big message to not make jeon but to make burgers instead. I guess if you wrap leftover jeon in hamburger buns during the holidays, it will taste good. It’s not that it tastes bad; it just seems like it will make your breath smell.

It's not that it tastes bad, but it has a dumpling-like feeling. It's a very complex flavor; I can also feel something like tofu taste. I think it has perilla leaves in it, and there's minced chili pepper. We have those Korean dishes like chili pepper pancakes and chili pepper skewers, right? It has that aroma. It has that scent of perilla leaves and chili peppers, a bit like that. It seems like the chili peppers are minced and added in, and it's spicy. There’s a white sauce on top and a spicy sauce underneath. So, I wonder why the Bulgogi doesn't make something delicious, even though it's detailed and intense. It's delicious because taste is absolute; there are no ups and downs. The Lottearia developers like this flavor. I didn't like it that much at first, but thanks to my friend from the column, I came to appreciate this taste. I genuinely like the Lottearia flavor. I say this every time.

I'm saying this because I might be misunderstood, and the depth really is different. Other brands often offer unique menus, but they are genuinely different. I'm not just saying this for the sake of it; when Lotteeria makes something, the details are definitely more refined. It's as if they take the original recipe and enhance it two or three more times. However, regular people might not recognize that nuanced flavor, yet they seem to strive for a more detailed taste to satisfy themselves. But that might not necessarily be the flavor that the general public loves. It makes you wonder why they pursue such different tastes. When developing eye-catching products, you could just slightly alter existing sauces to enhance the flavor and call it a day. But this is a completely different flavor, digging deeper into the taste.

How did you develop the patty? To be honest, it’s quite humble. If I had crushed the bulgogi and mixed it with peppers and then sliced it to make it, I could have gotten a lot of code values. But I didn’t; it’s just what we have to do, so I quietly went about it. The name is quite humble too; it doesn't draw much attention. I don’t really feel it because the bulgogi brings in that Korean style potential. But potential is a somewhat vague term. Anyway, I think this time, Lotteria just quietly did its job. This isn’t a grilled short rib burger; it’s the scent of a holiday, a holiday burger. If I had done it, I would have called it a holiday burger, Chuseok burger, or Harvest Moon burger. I would have done a lot of advertising to attract attention. Are you getting ready for the holidays? I hear you can buy things at the market.

I buy a hamburger, and yes, there's the Lotte Mart Chuseok hamburger. It's great, and now with the sound of traditional Korean music, I’m eating the hamburger. Today is a holiday, and while enjoying the music, I can quietly enjoy my meal. The squid tempura burger that came out before was pretty popular. The thought of putting in whole squid was definitely a Lotte Mart touch, but I felt it lacked a bit in detail. The burger felt like it had 1.5 servings, but this one seems to have two or three servings. And then there's this mysterious sauce that reminds me of a bulgogi restaurant. Oh, it has perilla leaves and plum, right? The taste I had brings to mind the flavor of perilla leaves, which is reminiscent of Korean cuisine.

Because other dishes don’t use perilla leaves, when I can smell the perilla, I think, Ah, I'm eating Korean food. I realize that there's plum extract in it, and I eat it without any prior information. So, I felt this was bulgogi. I also added chili peppers. See, I could taste the chili. The chili and perilla are all included, so it’s like jeon (Korean pancakes). It’s particularly like those stuffed chili peppers that you make. That’s the feeling because chili peppers are included. After playing a game of basketball in this hot weather, I feel like I'm drenched in sweat, which kills my appetite. Then, during the holidays, when I offer food to my ancestors, I imagine the ancestors coming out, tasting the food, getting excited, and dancing. It’s like an ad ending. And then the ancestors say, Son, you’ve got bulgogi potential.

When I ate it, the whole world whispered its name. Our ancestors said that now this Lotte Burger is like this; what it means is that we are inheriting Korean cuisine. Now, even hamburgers are considered Korean food. There was a small commotion when foreigners tasted it and were amazed, like in that photo with the Do You Know club. There’s even the Bulgogi Potent Burger, and with BTS and Son Heung-min, we’ve made an ad saying, Bulgogi Potent, let’s go! We’ve created a whole commercial with hamburgers, doing a dance with them. There’s that golden horse dance statue in front of COEX, and we’re holding up hamburgers in front of it. Suddenly, 100 people join in a flash mob; one person starts dancing, and then people walking by suddenly join in and start dancing together. Before you know it, they’ve formed a line, with all 100 people dancing together while the sound of a taepyeongso is playing.

Even the employees were actually dancers. Suddenly, a passing office worker joins in, and a chef who stepped out for a quick break also starts dancing. Then, Mr. Kim Soo-ro makes a surprise appearance. When the physical climax happens, the main character appears, right at the peak. Suddenly, everyone is together, dancing. Then, the advertisement ends. Do you have the confidence to buy it? Looking at the chat, it seems there’s no way to resist it. They say there's no way to resist it. If you’re not confident, you can just enjoy a burger. I really enjoyed this; I ate it without any thought, yet it’s a burger that inspires like this. Those who have watched a lot of burger eating broadcasts will know that just eating a burger doesn’t constantly provide ideas. Often, I eat a burger without any thought. Even without knowing what kind of burger it is, I still receive so much inspiration.

The fact that it continues to be released definitely shows that Lotte is different. Creators are essential. If I do something creative, I go to Lotteria. Oh, it’s okay, but the taste is really quite unique. However, it might be a bit confusing. I think the bulgogi burger is definitely tastier. One might think that way. In fact, if we usually eat hamburgers and a new bulgogi burger comes out, we would be intrigued because it has a taste that is not common. It's highly regarded for being a unique flavor, yet it’s not bland. Would you like to direct a Lotteria commercial like Lee Seung-hoon's music video? It’s not 100% certain, but if I get involved in the advertisement, I think it would lose its fun. The interesting part is that it should be discussed at the table.

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영감이 마구 떠오르는 롯데리아 불고기포텐버거 먹방

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