Convenience store chain 7-Eleven is expanding its line of creator-collaborated ready meals in South Korea via partnerships with popular YouTubers Heebab and Mimiminu, the company announced Sunday.

Building on the success of its collaboration in December 2024 with mukbang star Heebab - which included eight items such as the Luck Heebab Kimchi Ramen - the company released two new offerings: the “Luck Heebab Extra-Spicy Tteokbokki Triangle Kimbap” and the “Luck Heebab Tteokbokki Kimbap,” both inspired by Heebab’s signature spicy rice cake dishes.

The company is also launching its third collaboration with Mimiminu, a content creator best known for educational and test-prep videos. The new items include the “Mimiminu Spice Pride Detector Triangle Kimbap” and the “Mimiminu Charcoal Chicken Detector Triangle Kimbap.” The names play off Mimiminu’s popular “Heosoo Detector” concept, which humorously refers to students who pretend to study while actually slacking off – “Heosoo” being a coined term for such fake studiers - and “Detector” implying exposure of the bluff.

The term “Spice Pride” is a playful twist on the Korean slang “maep-bu-shim,” which is a portmanteau of the Korean words for “spicy” and “pride” to describe people who enjoy and take pride in eating very spicy food.

[ⓒ 매일경제 & mk.co.kr, 무단 전재, 재배포 및 AI학습 이용 금지]