If you’ve spent time on Korean social media recently, you may have seen K-pop star IU in a chicken commercial, insisting she “doesn’t really like garlic” while happily eating a chicken piled with it. That’s Mamachi, and here’s what it actually is.
Mamachi is a new menu item from Puradak Chicken, a Korean oven-fried chicken chain founded in 2015. The name is short for “마늘마니치킨” (Manni-Garlic Chicken), and it’s their oven-fried chicken topped with coarsely chopped Korean-grown garlic and a special garlic sauce.
1. What Makes It Different from Other Garlic Chicken
According to Puradak, most Korean garlic chicken relies purely on a sharp, pungent garlic sauce. Mamachi differentiates itself by using coarsely chopped, real Korean garlic piled generously on top, aiming for a crunchy texture alongside the classic garlic flavor, sweetness, and umami — rather than just sharp garlic bite.
2. Who Is Puradak?
Founded in 2015 under the slogan “Chicken, Made Into Cuisine,” Puradak specializes in a hybrid oven-baked-then-fried cooking method, distinguishing itself from purely deep-fried Korean chicken chains through unique sauces and toppings.
3. Ordering Options
Mamachi is offered across all standard ordering channels in Korea. If you’re using a Korean delivery app (Baemin, Coupang Eats, Yogiyo), check for active discount promotions — Puradak has run rotating discounts of up to 15,000 KRW off through various delivery platforms.
4. The IU Marketing Angle
The advertisement plays on IU stating she’s “not really a fan of garlic,” then enjoying Mamachi anyway — closing with Puradak’s tagline “Don’t eat the ordinary stuff” (흔한 거 먹지마). It’s a lighthearted way of underscoring the brand’s positioning around distinctive, non-generic flavor combinations.
Frequently Asked Questions
Q: Is this too garlicky for someone not used to strong garlic flavors?
The garlic topping is generous and prominent — if you’re sensitive to strong garlic flavor, this may not be the best starting point; consider one of Puradak’s other signature flavors instead.
Q: Can foreigners order this without speaking Korean?
Korean delivery apps and in-store ordering displays typically include photos, making it straightforward to point at or select the item even with limited Korean.
Q: Is Puradak available outside Korea?
Puradak has pursued international expansion in various markets; availability and specific menu items (including Mamachi) may vary by country, so check local Puradak locations for menu availability.