GS Retail's convenience store GS25 announced on the 25th that the 'Hyejaroun Homemade Meal' convenience food, launched in collaboration with actress Kim Hye-ja, has surpassed cumulative sales of 85 million units in just over two years since its re-release.
In about two years, this averages out to 1.3 units sold per second, with more than 114,000 units sold daily. The company expects to achieve cumulative sales of 100 million units within the year.
GS25 revived the Hyejaroun Homemade Meal, which was discontinued in 2017, in February 2023. Amid rising prices, there was a flood of requests for the return of the Kim Hye-ja lunchbox, prompting the decision to re-release it.
The re-released Hyejaroun lunchbox topped the sales of regular products immediately after launch, with more than 7 out of 10 lunchbox customers choosing the 'Hyejaroun Homemade Meal' lunchbox. Thanks to the popularity of the lunchbox, the category has expanded to include gimbap, rice balls, and hamburgers.
GS25 plans to continue the success of the 'Hyejaroun Homemade Meal' series with the expansion of its affordable price series and a promotion themed around 'spring of Hyejaroun.' The affordable price series features the 'Hyejaroun Homemade Meal' lunchbox products at a uniform price of 3,500 won. GS25 has newly launched the 'Chicken Mayo Lunchbox' and expanded its lineup to three types, including 'Bacon Kimchi Fried Rice Lunchbox' and 'Grilled Ham Lunchbox.'
Additionally, by purchasing products through partnered payment methods, customers can receive a 50% refund and participate in a '1+1' promotion.
GS25 plans to allocate a portion of the revenue from the sales of the Hyejaroun Homemade Meal convenience food to World Vision, an international relief and development NGO, to support a program for children at risk of hunger.
A GS Retail representative noted, 'The re-release of the 'Hyejaroun Homemade Meal' convenience food, prompted by customer requests, has risen to the ranks of popular food items consumed by the public,' and added, 'We will continue to expand the affordable price series, implement aggressive discount promotions, and engage in social contribution activities to repay customers for their support.'