Gaejang - seasoned raw crab - is one the beloved foods by Koreans. Without a side, a bowl of rice disappears fast enough like a magic with a dish of gaejang alone. It is that good. However, because of the shell, it is difficult for the visually impaired to enjoy the taste.

Good news is that Samdae Incheon Gaejang has introduced shell-less gaejang for them to eat without the help of fellow dinners. To promote the shell-less gaejang, the company recently organized a live commerce by inviting a visually impaired and a sign language interpreter to show how easy it can be eaten. 

Samdae Incheon Gaejang is known as the nation’s best gaejang maker. As if to prove it, around 30,000 people were waiting for the live streaming to start before the 5pm Sunday July 24. The 1 hour live attracted around 40,000 more viewers and around 30 million won ($23,133 USD) sales were made in an hour. 

Running the business for 3 generations, Samdae Incheon Gaejang is attracting gourmets far and wide. The crabs used here are egg-bearing female crabs caught off the coast of Yeonpyeong Island during the spring. The soy sauce also is made with seed soy beans by the chefs. While CEO Janghyun Yoo takes care of the kitchen, his wife Younghwa Lee takes care of selling and distribution through her company LEEYOO F&C. The idea of live commerce was brought up and organized by Lee. 

Shelling the crabs is time consuming and physically demanding but it is done by the hands of chefs in order to keep the quality and quantity intact. On the package is braille for the visually impaired to read the information of weight, number of crabs, etc. 

All products of Samdae Incheon Gaejang are listed in the Naver’s hall of fame. The Ministry of SMEs and Startups chose it for Longevity Small Business in 2020 and the Ministry of Culture, Sports and Tourism for K-RIBBON in 2021. 

Samdae Incheon Gaejang has been aired several times by major stations and CEO Yoo is serving as President of the Incheon Michuholgu Online Marketing Business Association. The association is running training and marketing programs and events to promote small businesses and regional economy. 

“I’m intending to carry on the live commerce on a regular basis for small business owners so that we can grow our business together while providing quality products and services to consumers at the same time.” says Yoo. <PowerKorea>