The Born Korea's Hong Kong Banjeom0410 — commonly known as Hong Kong Banjeom — announced Friday that it will launch "makchang jjamppong" as the fourth menu item in its "Paldo Hong Kong Banjeom" project, reinterpreting Daegu's signature grilled makchang (beef intestine) as a jjamppong (spicy noodle soup).
The Paldo Hong Kong Banjeom project reimagines food and local specialties from eight regions across the country as Hong Kong Banjeom-style jjamppong, with each new dish rolled out in its respective region. The series launched in June with a "pork gukbap jjamppong" inspired by Busan's pork rice soup, followed in July by a "zucchini jjigae jjamppong" drawn from a pork-and-zucchini stew associated with the South Jeolla Province-Gwangju area, and in September by a "budae jjigae jjamppong" riffing on the army stew of Uijeongbu in Gyeonggi Province. The fourth installment turns the spotlight on Daegu's beloved grilled makchang.
Makchang traces its roots to workers in Daegu's once-thriving textile industry, who would grill offcuts from large slaughterhouses as an affordable meal. Today it is recognized as one of "Daegu's 10 great flavors," a list of the city's defining local dishes. Drawing on that regional heritage, Hong Kong Banjeom developed the makchang jjamppong using makchang and a savory doenjang-based sauce.
The dish features a rich, spicy broth inspired by the doenjang dipping sauce traditionally served with grilled makchang in Daegu, topped generously with makchang that has been deep-fried once for extra texture. The combination of chewy makchang, vegetables and a deep broth delivers a varied range of textures and flavors.
The development process behind the new menu item was documented on the YouTube channel "Baek Jong-won" through a segment of "Naekkeo Naemeok Season 2." In the video, The Born Korea CEO Baek Jong-won visits a Hong Kong Banjeom store in Daegu to taste the makchang jjamppong and shares the story behind the dish's creation along with the culture surrounding Daegu's grilled makchang.
To mark the fourth Paldo Hong Kong Banjeom launch, Hong Kong Banjeom will sell makchang jjamppong for a limited two-week run at stores nationwide — excluding some locations — from Thursday through Oct. 21. Starting Oct. 22, the dish will continue as a seasonal limited offering through Feb. 28, 2027, at Hong Kong Banjeom stores in Daegu and select locations in North Gyeongsang Province, including Pohang, Gimcheon, Gyeongsan and Andong.
Discount promotions will run during the nationwide sales period. Customers who order makchang jjamppong through Baemin from Thursday through Sunday can receive a 3,000-won discount, while those who order in store from Monday through Oct. 21 will receive a 3,100-won discount.
"This new menu item expresses Daegu's grilled makchang culture in Hong Kong Banjeom's own way," a company official said. "We hope customers enjoy a distinctive taste experience through the makchang jjamppong, where chewy makchang meets a savory, spicy broth."
Meanwhile, Hong Kong Banjeom is also running a "Paldo Hong Kong Banjeom Stamp Tour" event through Feb. 28, 2027. Customers who collect all eight stamps by ordering each region's designated menu item at the corresponding local store will be entered into a draw for prizes including five don of pure gold, a hotel stay at Hotel The Born Jeju, and Hong Kong Banjeom mobile gift vouchers. Stamps can be collected only at designated stores in each region, even during the nationwide limited sales period. Full details are available on The Born Korea's official website.
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