A promotional image for the Hetbahn "Freshly Cooked AI-dea" contest [CJ CheilJedang]
A promotional image for the Hetbahn "Freshly Cooked AI-dea" contest [CJ CheilJedang]

CJ CheilJedang announced Tuesday it is holding the "Freshly Cooked AI-dea Contest," inviting participants to use AI technology to envision the future of its Hetbahn cooked rice brand and produce image or video content around that theme.

The contest features two submission categories. The first, "Create the Hetbahn of the Future," calls for proposals imagining new designs, forms, functions or flavors for Hetbahn. The second, "Show Us the Future Hetbahn Will Cook Up," asks participants to depict how lifestyles might change alongside the product.

Submissions are open through Nov. 13. Entries must incorporate the Hetbahn logo and 30th-anniversary emblem, be published on YouTube or Instagram, and be accompanied by the original file and documentation verifying AI-assisted creation. Ten finalists will advance to an online public vote running from Nov. 23 to Nov. 26, with the final winners announced Nov. 27.

The total purse is 30 million won ($22,400). The grand prize winner receives 10 million won, three excellence award winners each receive 3 million won, five merit award winners each receive 1.5 million won, and seven "Aldea Award" recipients each receive 500,000 won.


siuu@heraldcorp.com