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Photo courtesy of Yonhap News |
[Alpha Biz= Paul Lee] South Korea has introduced a new rule requiring fried chicken franchises to disclose the weight of raw chicken before cooking, in an effort to curb “shrinkflation,” or the practice of reducing portion sizes without lowering prices.
The measure follows public criticism of major brands, including Kyochon Chicken, which faced backlash for reducing portion sizes while keeping prices unchanged. The policy aims to improve transparency by allowing consumers to compare portion sizes across brands and menu items.
While consumer response has been largely positive, industry insiders say the policy’s effectiveness may be limited. Because the rule only applies to pre-cooking weight, the actual portion consumers receive can differ significantly after frying. The regulation is also difficult to apply to menu items sold by piece rather than by weight, such as wings or combo sets.
Critics further note that most major franchises use similar-sized chickens, reducing the practical impact of the disclosure. Inconsistent labeling standards across brands have also caused confusion among consumers.
Some experts argue the policy was introduced too hastily following controversy over portion reductions and suggest that weight disclosure may be more effective if applied to other food categories, such as jokbal or bossam, where portion sizes are less standardized.
Alphabiz Reporter Paul Lee(hoondork1977@alphabiz.co.kr)
