Return of the rice

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Models pose in front of Lotteria's new Jeonju bibimbap rice burgers at a Lotteria store in Hongdae, western Seoul, on Tuesday morning. The rice burger transforms one of Korea's traditional foods into a burger and is the first of its kind in seven years after Lotteria stopped selling rice burgers in November 2016. [YONHAP]
Models pose in front of Lotteria's new Jeonju bibimbap rice burgers at a Lotteria store in Hongdae, western Seoul, on Tuesday morning. The rice burger transforms one of Korea's traditional foods into a burger and is the first of its kind in seven years after Lotteria stopped selling rice burgers in November 2016.

BY SOHN DONG-JOO [sohn.dongjoo@joongang.co.kr]

rice burger lotteria industry business

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