Korean-grown long-grain rice finds new demand at Chipotle Korea

Long-grain rice developed with export markets in mind but struggling to secure stable demand in South Korea is seeing new opportunities through Mexican fast-food chain Chipotle, which is using locally grown long-grain rice rather than imported rice in its products following its entry into the Korean market on September 2.

According to food industry sources Tuesday, S&C Restaurants Holdings, a joint venture between Chipotle Mexican Grill Inc. and an affiliate of Sangmidang Holdings Co., which operates Chipotle’s Korean business, uses locally grown IPS rice from Haenam, South Jeolla Province, in key menu items such as burritos and tacos. The company also sources other major ingredients locally.

Long-grain rice has slender grains and a less sticky, fluffier texture when cooked. Its texture differs from that of the short-grain rice commonly consumed in Korea, making it suitable for a wider range of restaurant dishes.

IPS rice was developed by Jin Joong-hyun, a professor at Sejong University, and has been cultivated since 2023 by a farming cooperative based in Haenam. Securing stable sales channels, however, has remained a challenge because demand for long-grain rice is limited in Korea.

Chipotle’s use of locally grown long-grain rice could mark a turning point, industry observers noted.

As the chain expands its store network, its rice consumption could also increase, potentially boosting demand and affecting cultivation volumes and the development of related rice varieties.

Chipotle opened its first Korean store in Gangnam earlier this month and plans to expand its local business, with a goal of opening up to three stores by the end of the year.

The use of Korean-grown long-grain rice at Chipotle’s Korean stores is reportedly also a reflection of Sangmidang Holdings Chairman Hur Young-in’s interest in securing stable sales channels for local farmers.