New Peacock x Hyundai Card collaboration products [Provided by E-mart]
New Peacock x Hyundai Card collaboration products [Provided by E-mart]

E-mart's Peacock brand announced Wednesday it is launching the second series of its "payment data-verified restaurants" project, developed in collaboration with Hyundai Card Data Lab.

Using Hyundai Card transaction data, the project selected two restaurants in Seoul's Euljiro neighborhood and developed five ready-to-eat products based on their signature dishes. The lineup includes bulsji (braised beef tendon), pan-fried mandu and Pyongyang-style rice soup from Daeyeop, along with seolleongtang and ox-knee soup from Singawon. The products will be available at E-mart stores and on SSG.com's E-mart Mall.

The Peacock x Hyundai Card project uses Hyundai Card payment data to identify restaurants that draw strong customer traffic, then applies Peacock's recipe development expertise to turn their dishes into retail products. The first series, launched in September last year, featured five products from three restaurants — Hongbok in Namdaemun, Ramula in Seongsu and Yakitori Pano in Cheongdam — and has sold approximately 180,000 units since its debut.

The theme of the second series is "Euljiro by night and day." Hyundai Card classified customers who ranked in the top 25 percent for bar visits in 2025 as "drinking enthusiasts" and analyzed which restaurants they frequented for late-night snacks and daytime hangover meals. The analysis pointed to Daeyeop, known for Pyongyang naengmyeon and northern Korean cuisine, and Singawon, a specialist in seolleongtang and ox-knee soup.

To mark the launch, Peacock is offering a 25 percent discount on the new products for customers who accumulate Shinsegae points through Nov. 25. Customers who pay the full amount with a Hyundai Card receive an additional 25 percent discount off the regular price.

"We will combine payment data-verified restaurants with Peacock's recipe development know-how to establish the equation that Peacock equals proven taste," said Nam Hyun-woo, head of E-mart's Peacock team.


siuu@heraldcorp.com