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Chex Green Onion

From EverybodyWiki Bios & Wiki


Chex Scallion Flavor, commonly known as Pa-mat Chex (Scallion-flavored Chex), is a limited-edition scallion-flavored cereal released by Nongshim Kellogg [ko]'s in South Korea on July 1, 2020. The cereal originated from a promotional "election" event held in 2004 to promote the Chex cereal mascots.[1] The event featured "Cheki," a chocolate-colored Chex-shaped mascot, and his opponent "Chaka," a green Chex character, who ran on platforms promising to release milk chocolate-flavored and scallion-flavored cereals, respectively. Contrary to the company's expectations, netizens jokingly voted en masse for Chaka, leading the scallion flavor to take the lead in votes. In response, Nongshim Kellogg's invalidated the fraudulent votes cast via macros and declared Cheki the winner. However, the internet sublimated this into a "rigged election" meme and continuously demanded the release of the scallion-flavored Chex.

In response to consumer demands, Nongshim Kellogg's began researching Scallion Chex in 2004. In June 2020, the company announced that it would release a limited-edition Chex featuring a scallion flavor made with scallions sourced from Yeoju. In the pre-promotion video, trot singer Tae Jin-ah appeared and sang a modified version of his song "Sorry, Sorry," and several other internet memes were utilized, such as the Dancing Pallbearers (Coffin Dance) and a "GG" (Good Game) declaration at the end of the video using the spelling of Kellogg's.[2]

Characteristics of Chex Scallion Flavor include the "taste of scallion," a "sweet and savory" flavor profile that the company tried to implement from the development phase, and a distinct scallion aroma. A pre-release tasting panel sampled the cereal with various foods, ranging from dairy products like milk to dishes such as seolleongtang (ox bone soup) and tteokbokki (spicy rice cakes). Most people who tried Chex Scallion Flavor reviewed that the cereal did not pair particularly well with milk.

Following the release of the scallion-flavored Chex after 16 years, the internet hailed it as a "victory for democracy." Furthermore, the marketing campaign utilizing Chex Scallion Flavor received positive reviews from various media outlets. On November 12, 2020, Nongshim Kellogg's won the "Best YouTube New Brand Launch" category at the 2020 YouTube Works Awards hosted by Google for its Chex Scallion Flavor campaign. Production of the product was discontinued as of July 2021.

Background

External Videos

On December 1, 2004, Nongshim Kellogg [ko]'s held an election event to choose the "President of Chex Choco Land" between "Cheki," a new chocolate-colored Chex mascot, and "Chaka," a green Chex character, to promote Cheki. Explaining that the flavor of the cereal would be determined by the netizens' votes, the two candidates made the following campaign promises:[1][3]

  • Cheki (Candidate No. 1, Milk Chocolate Flavor Chex): "If I become the President of Chex Choco Land, I will put a richer and smoother milk chocolate flavor inside Chex Choco!" (Children cheer)
  • Chaka (Candidate No. 2, Scallion Flavor Chex): "Lately, I've been very displeased. Why? Because Cheki ran for the presidential election of Chex Choco Land! I couldn't just sit back and watch, so I ran too. If I become president, I will put scallions inside Chex Choco!" (Children express dislike)

The original intention was to set the scallion flavorโ€”which children generally dislikeโ€”as Chaka's promise to promote Cheki. However, as this event became known on internet communities such as Humouniv [ko] (Wit University) and DC Inside, netizens began voting for Chaka as a prank. [1][4] As of December 11, 2004, the number of votes disclosed by Nongshim Kellogg's was 16,311 for Cheki and 59,904 for Chaka.[3][5] The election event concluded on December 31, 2004. Through an internal investigation by CHK Han River, an information security company, Nongshim Kellogg's identified and invalidated 47,339 fraudulent votes (4,620 for Cheki, 42,719 for Chaka) cast by 204 netizens using macros. Concurrently, they tallied the results of ARS [ko] phone voting and on-site voting at Lotte World.[6] The election concluded with Cheki's victory as detailed below:

Results of the Chex Choco Land Presidential Election[1]

Voting Location Cheki Chaka Total (Overall Ratio)
Internet Voting (Vote Share) 29,255 votes (47.74%) 32,030 votes (52.26%) 61,285 votes (74.68%)
ARS Phone Voting (Vote Share) 13,963 votes (80.26%) 3,434 votes (19.74%) 17,397 votes (21.20%)
Lotte World On-Site Voting (Vote Share) 3,206 votes (94.77%) 177 votes (5.23%) 3,383 votes (4.12%)
Total Votes (Vote Share) 46,424 votes (56.57%) 35,641 votes (43.43%) 82,065 votes (100.00%)

Netizens accused Nongshim Kellogg's of causing Chaka's defeat through "election manipulation," labeling the vote a "rigged election" and a "victory for the dictatorial regime," and related parodies were continuously uploaded.[1] In 2018, consumers online continued to demand the release of Scallion Chex, with a petition even being filed on the Blue House national petition board urging the impeachment of Cheki.[7][8] This incident is often categorized as a representative example of "successful failure" marketing or noise marketing [ko], which raised corporate and brand awareness through a prank by netizens.[9]

Development and Promotion

External Videos

In an interview with Money Today [ko], Nongshim Kellogg's revealed that they had envisioned a scallion-flavored cereal since 2004, when the Chex election event was held. According to Kellogg's, they developed Chex Scallion Flavor using "large green scallions from Yeoju to implement a 'scallion taste' that consumers would find satisfactory and enjoyable, while adding sweetness and adjusting the intensity of the scallion flavor."[10] Considering the persistent meme, the trend of "sweet and savory" flavor profiles, and active online participation due to the aftermath of the COVID-19 pandemic, the company decided to launch the product in July 2020.[8]

On June 17, 2020โ€”16 years after the voting eventโ€”Nongshim Kellogg's announced on its official YouTube channel that Chex Scallion Flavor would actually be released in July, alongside an advertisement video recruiting a "Chex New Product Tasting Panel."[11] Within two days of the announcement, the video reached 140,000 views, and the competition rate for the tasting panel reached 200 to 1.[12] On June 27, an advertisement video produced by The Directors Company featured trot singer Tae Jin-ah singing a modified version of his song "Sorry, Sorry" adapted to Chex. The altered lyrics expressed an apology for "releasing (Scallion Chex) so late." Various internet memes were also utilized, such as the Coffin Dance and a "GG [ko]" (Good Game) declaration utilizing the spelling of Kellogg's at the end of the video.[2]

Production of Chex Scallion Flavor was discontinued as of July 2021. In September 2021, a follow-up product called Chex Red Bean Flavor was released. It features red beans produced in Gochang County, Jeollabuk-do, and includes marshmallows reminiscent of small rice cake balls (saealshim) to provide a feeling akin to danpatjuk (sweet red bean porridge).[13][14] Actress Kim Young-ok appeared as the commercial model, alongside a foreign disc jockey parodying Silk Sonic, an American R&B super-duo. A hip-hop style song was used in this advertisement, with the slogan "Do you know K-Pat? This is K-Pat!" (using the Korean word pat for red bean).[15]

Taste and Aroma

Nongshim Kellogg's highlighted the "taste of scallion" and the "sweet and savory" profile (a combination of sweet and salty tastes) that they strove to realize since the development phase as the main characteristics of Chex Scallion Flavor.[10]

Following the release, the media and the new product tasting panel sampled Chex Scallion Flavor in various ways. The accompanied items expanded beyond milk to dairy alternatives like soy milk, Achim Haetsal [ko] (a rice milk drink), and banana-flavored milk,[16] as well as gogamtang[17] (beef bone soup), seolleongtang[18], beer[19], cream soup, ramyeon, donkatsu (pork cutlet), and tteokbokki.[20] The tasting panel mostly reviewed that Chex Scallion Flavor did not pair well with milk.[21] YouTuber Seungwoo's Dad [ko], who participated in the tasting panel, described it as "sticky" and added that it tasted salty when eaten with milk.[22] Reporter Kim Seong-yoon of the Chosun Ilbo shared his impressions, stating, "It tastes like an onion snack with a strong sweetness. It feels like eating chocolate cereal while chewing on a scallion," and concluded, "I wouldn't want to pour milk over it and eat it."[23]

Another characteristic of Chex Scallion Flavor is its aroma. Herald Economy reported an anecdote from Kellogg's that on the day Chex Scallion Flavor was produced, the factoryโ€”which usually smelled of Chex Choco's chocolate aromaโ€”was filled with the pungent scent of scallions.[7] Intern reporters from the Seoul Shinmun [ko] also uploaded reviews after trying Chex Scallion Flavor, uniformly noting that it smelled of "scallion aroma."[24] Kim Tae-in, an editor at Asia Economy, reviewed that when he blew his breath into a bad breath tester after eating Scallion Chex, the result was identical to a test conducted after eating actual scallions.[25]

Response

When Chex Scallion Flavor was released after 16 years, the internet dubbed it a "victory for democracy."[11] Netizens shared various recipes using Chex Scallion Flavor, such as making pajeon (scallion pancakes) with it.[26] Money Today [ko] introduced various online recipes that paired Chex Scallion Flavor with naengmyeon (cold noodles) and salads.[27] TikToker Yelonni and YouTuber Heopop [ko] released videos showing them making pa-kimchi (scallion kimchi) and samgyetang (ginseng chicken soup) using Chex Scallion Flavor, respectively.[28] In an interview with Newsis, Nongshim Kellogg's stated that stocks in online shopping malls sold out within two weeks of its release on July 1.[29] Celebrities such as Kim Jae-hwan[30], Taeyeon[31], Han Ye-seul[32], and Ham Yon-ji[33] also uploaded photos proofing their purchase of Scallion Chex.

The marketing strategy for Chex Scallion Flavor received praise from multiple media outlets. Reporters Myung Hee-jin and Kim Hee-ri of the Seoul Shinmun [ko] analyzed the Chex Scallion Flavor craze in connection with the popularity of other internet memes like "One Gang a Day [ko]" (1์ผ1๊นก), describing it as a manifestation of a desire to forget social structures that are difficult to overcome through "individual effort alone."[34] Seo Jung-min, a team leader at the JoongAng Ilbo, introduced "Dorun-ja (Crazy One) Marketing"โ€”defined as an ingenious marketing strategy that one could never think of without being crazyโ€”and focused primarily on Scallion Chex.[35] Moon Su-jung, a deputy editor at the Kukmin Ilbo, praised the release and marketing of Scallion Chex, stating, "Why on earth do they do this? The conclusion is that there is no particular reason. Because it's fun, and because they are curious about other people's reactions." [36] Reporter Ra Ye-jin of The Economist cited Chex Scallion Flavor, born from the rigged election meme, as an example of utilizing "B-grade marketing" where humor is emphasized.[37] On November 12, 2020, Nongshim Kellogg's won the "Best YouTube New Brand Launch" category at the 2020 YouTube Works Awards hosted by Google for Chex Scallion Flavor.[38]

  1. โ†‘ 1.0 1.1 1.2 1.3 1.4 ๊น€์„ฑ์šฐ, ๊น€๋น›๋‚˜ ๊ธฐ์ž (2020๋…„ 7์›” 21์ผ). “โ€˜๋ง› ์—†๋‹คโ€™๋Š” ๋ฆฌ๋ทฐ์—๋„ ์ž˜ํŒ”๋ฆฌ๋Š” โ€˜์ฒต์ŠคํŒŒ๋ง›โ€™โ€ฆ๋น„๊ฒฐ์€ ์ปฌํŠธ(Cult) ๋งˆ์ผ€ํŒ…(?) [์ฐจ์นด ์ธํ„ฐ๋ทฐ ํฌํ•จ]”. ํ—ค๋Ÿด๋“œ๊ฒฝ์ œ. 2020๋…„ 8์›” 10์ผ์— ํ™•์ธํ•จ.
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  3. โ†‘ 3.0 3.1 "[์‚ฌํšŒ]๋ญ! ํŒŒ๋ง› ์‹œ๋ฆฌ์–ผ ์ถœ์‹œ?". ์ฃผ๊ฐ„๊ฒฝํ–ฅ (in ํ•œ๊ตญ์–ด). 2004-12-23. Retrieved 2026-06-23.
  4. โ†‘ “ํŒŒ ๋ƒ„์ƒˆ ๋ฌผ์”ฌ ๋‚˜๋Š” ์‹œ๋ฆฌ์–ผ์ด ๋‚˜์˜จ๋‹ค?”. ๋„๊นจ๋น„๋‰ด์Šค. 2004๋…„ 12์›” 6์ผ. 2004๋…„ 12์›” 7์ผ์— ์›๋ณธ ๋ฌธ์„œ์—์„œ ๋ณด์กด๋œ ๋ฌธ์„œ. 2020๋…„ 11์›” 29์ผ์— ํ™•์ธํ•จ.
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  24. โ†‘ "16๋…„ ๋งŒ์— ํ˜„์‹ค์ด ๋œ 'ํŒŒ๋ง› ์ฒต์Šค'โ€ฆ๋‹จ์ง ์ธ์ƒ ์–ด๋ฅธ์˜ ๋ง›? [์˜์ƒ]". ์„œ์šธ์‹ ๋ฌธ (in ํ•œ๊ตญ์–ด). 2020-06-26. Retrieved 2026-06-23.
  25. โ†‘ ๊น€ํƒœ์ธ (2020-08-02). "[๋“œ๋งํ‚ท] '๋ฏผ์ฃผ์ฃผ์˜'์˜ ๋ง›, ํŒŒ๋ง› ์ฒต์Šค ๋ฆฌ๋ทฐ". ์•„์‹œ์•„๊ฒฝ์ œ (in ํ•œ๊ตญ์–ด). Retrieved 2026-06-23.
  26. โ†‘ ์ดํˆฌ๋ฐ์ด (2020-07-17). "[์š”์ฆ˜, ์ด๊ฑฐ] ๋ฏผ์ฃผ์ฃผ์˜์˜ ์Šน๋ฆฌ '์ฒต์Šค ํŒŒ๋ง›', ๋ณ‘๋ง› ๋ ˆ์‹œํ”ผ ์—ด์ „". ์ดํˆฌ๋ฐ์ด (in ํ•œ๊ตญ์–ด). Retrieved 2026-06-23.
  27. โ†‘ ๊ธฐ์ž, ์ด์˜๋ฏผ (2020-09-05). "์ด๊ฒƒ์€ ์‹œ๋ฆฌ์–ผ์ธ๊ฐ€ ์กฐ๋ฏธ๋ฃŒ์ธ๊ฐ€โ€ฆํŒŒ๋ง›์ฒต์Šค๋กœ ์š”๋ฆฌํ•ด๋ดค๋‹ค". ๋จธ๋‹ˆํˆฌ๋ฐ์ด (in Korean). Retrieved 2026-06-23.CS1 maint: Unrecognized language (link)
  28. โ†‘ ""๋‹ˆ๊ฐ€ ์ •๋ง ๋‚˜์˜ฌ ์ค„์€ ๋ชฐ๋ž์–ด" 16๋…„ ๋งŒ์— ์ถœ์‹œ๋œ ์ฒต์Šค ํŒŒ๋ง›์„ ๋Œ€ํ•˜๋Š” '์–ด๋ฅธ์ด'๋“ค์˜ ์ž์„ธ". ์—ฌ์„ฑ๋™์•„ (in ํ•œ๊ตญ์–ด). 2020-07-06. Retrieved 2026-06-23.
  29. โ†‘ ๋‰ด์‹œ์Šค (2020-07-09). "๋†์‹ฌ์ผˆ๋กœ๊ทธ '์ฒต์Šค ํŒŒ๋ง›', ๋ฏผ์ฃผ์ฃผ์˜ ์•„์ด์ฝ˜ ๋˜๋‹ค". ๋‰ด์‹œ์Šค (in ํ•œ๊ตญ์–ด). Retrieved 2026-06-23.
  30. โ†‘ "๊น€์žฌํ™˜, ํŒŒ๋ง› ์‹œ๋ฆฌ์–ผ ๋“ค๊ณ  ๋ฝ๋‚ธ ๋ฉ๋ญ‰๋ฏธ 'ํ›ˆํ›ˆ ํญ๋ฐœ'[SNSโ˜…์ปท]". ๊น€์žฌํ™˜, ํŒŒ๋ง› ์‹œ๋ฆฌ์–ผ ๋“ค๊ณ  ๋ฝ๋‚ธ ๋ฉ๋ญ‰๋ฏธ โ€˜ํ›ˆํ›ˆ ํญ๋ฐœโ€™[SNSโ˜…์ปท] - ์†์— ์žกํžˆ๋Š” ๋‰ด์Šค ๋ˆˆ์— ๋ณด์ด๋Š” ๋‰ด์Šค - ๋‰ด์Šค์—” (in ํ•œ๊ตญ์–ด). 2020-07-03. Retrieved 2026-06-23.
  31. โ†‘ "'์ฒต์Šค ํŒŒ ๋ง›' ๋จน์€ ํƒœ์—ฐโ€ฆ"๋ฌด๋ ค ๋‚ด ์Šคํƒ€์ผ" ์‹œ์‹ํ‰ ๊ณต์œ ". ์„ธ๊ณ„์ผ๋ณด (in ํ•œ๊ตญ์–ด). 2020-07-17. Archived from the original on 2024-12-24. Retrieved 2026-06-23.
  32. โ†‘ ""ํŒŒ๋ง› ์ฒต์Šค ์‹œ์‹"โ€ฆํ•œ์˜ˆ์Šฌ, ์†”์งํ•œ ๋จน๋ฐฉ ํ›„๊ธฐ?". TV๋ฆฌํฌํŠธ (in ํ•œ๊ตญ์–ด). Archived from the original on 2020-09-20. Retrieved 2026-06-23.
  33. โ†‘ ""์ง‘์—์„œ ๋†€๊ธฐ ๋ํŒ์™•"โ€ฆํ•จ์—ฐ์ง€, ๊น€์žฌ์šฐ์™€ '์ปคํ”Œ์š”๊ฐ€'". TV๋ฆฌํฌํŠธ (in ํ•œ๊ตญ์–ด). 2020-08-31. Archived from the original on 2021-09-28. Retrieved 2026-06-23.
  34. โ†‘ "๋…ธ์˜ค๋ ฅ ์„ธ๋Œ€ ๋„ํ”ผ์ฒ˜ '๋ฐˆ'โ€ฆ "๊ทธ๋ƒฅ ์ฆ๊ฒจ"". ์„œ์šธ์‹ ๋ฌธ (in ํ•œ๊ตญ์–ด). 2020-07-01. Retrieved 2026-06-23.
  35. โ†‘ ์„œ์ •๋ฏผ (2020-07-30). "[๋ฐ€๋ ˆ๋‹ˆ์–ผ ํŠธ๋ Œ๋“œ ์‚ฌ์ „] ๋„๋ฅธ์ž ๋งˆ์ผ€ํŒ…". ์ค‘์•™์ผ๋ณด (in ํ•œ๊ตญ์–ด). Retrieved 2026-06-23.
  36. โ†‘ "[์„ธ์ƒ๋งŒ์‚ฌ] ๋ง›์€ ๋ชจ๋ฅด๊ฒ ๊ณ  ์žฌ๋ฏธ๋Š” ์žˆ์–ด์•ผ". ๊ตญ๋ฏผ์ผ๋ณด (in ํ•œ๊ตญ์–ด). 2020-08-07. Retrieved 2026-06-23.
  37. โ†‘ "['ํŒŒ๋ง›' ์‹œ๋ฆฌ์–ผ์ด ์ถœ์‹œ๋œ ์‚ฌ์—ฐ] 'B๊ธ‰ ๋งˆ์ผ€ํŒ…' MZ์„ธ๋Œ€ ์‚ฌ๋กœ์žก๋‹ค". ํฌ๋ธŒ์Šค ์ฝ”๋ฆฌ์•„. 2020-09-07. Archived from the original on 2024-12-24. Retrieved 2026-06-23.
  38. โ†‘ "๋†์‹ฌ์ผˆ๋กœ๊ทธ ์ฒต์Šค ํŒŒ๋ง›, ์œ ํŠœ๋ธŒ ์›์Šค ์–ด์›Œ๋“œ ์ˆ˜์ƒ". ์Šคํฌ์ธ ๋™์•„ (in ํ•œ๊ตญ์–ด). 2020-11-12. Retrieved 2026-06-23.


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