GS Retail's convenience store GS25 has begun collaborating with Chef Edward Lee (real name Lee Kyun) to elevate the quality and value of convenience store food. The aim is to provide customers with a differentiated gourmet experience that creates a so-called 'food gap' against competitors.
GS25 announced on the 24th that it has partnered with Edward Lee, who gained significant attention as a contestant on Netflix's cooking competition program 'Culinary Class Wars' last year, to jointly develop food items.
GS25 previously introduced the 'Lee Kyun Melon and Water Celery Liquor' developed in collaboration with Edward Lee, which achieved significant popularity, selling out its initial stock.
This time, GS25 has decided to continue its extensive collaboration not only in alcoholic beverages but also in fresh foods, refrigerated ready meals, and side dishes. Currently, product planners (MDs) and food researchers at GS25 are participating in product planning, recipe development, and final evaluations of prototypes with Chef Edward Lee, who plays a leading chef role.
On the 25th, the first product of the project, 'Lee Kyun Matcha Makgeolli,' will be unveiled. This is the follow-up to Chef Edward Lee's previous makgeolli, 'Lee Kyun Melon and Water Celery Liquor.' It utilizes matcha, which has emerged as a global trend. It features a green-tinted makgeolli that is difficult to find on the market. GS25 explained that it is carefully brewed with high-quality rice and organic green tea leaves, allowing for a harmonious experience of matcha's unique aroma, flavor, and the smoothness of Korean rice wine.
The alcohol content is 3.6%, reflecting the recent trend for low-alcohol beverages. The product will be available for purchase through the GS25 exclusive app 'Our Neighborhood GS' from the 25th to the 27th for three days. It is sold in a set of four bottles, and customers can purchase it at a 20% discount for 19,200 won (4,800 won per bottle) if they pre-order. The product is also scheduled to be released sequentially at GS Retail's supermarket GS The Fresh following its launch at GS25.
Yoon Ji-ho, MD of the alcohol team at GS Retail, noted, 'Collaboration with world-renowned chef Edward Lee will be a significant opportunity to elevate the quality and value of convenience store food to the next level,' adding, 'Following the Kim Hye-ja ready meals and Seoul Milk desserts, the Edward Lee series is expected to become the industry's leading gourmet food.'