GS25 said on the 2nd that it will launch the "pork ribs & galbi hamburger steak lunchbox" in collaboration with Chef Edward Lee.
This lunchbox features pork ribs and galbi hamburger steak, both popular dinner dining-out items, as the main dishes. It adds Chef Edward Lee's signature kick, "beef ssamjang," on top of the rice to boost umami, and pairs side dishes such as stir-fried kimchi, fish cake, and sausage to enhance completeness. The price is 5,500 won.
With restaurant prices rising recently, more consumers are turning to convenience stores for dinner as well as lunch. GS25's "closing-time discount" service sales from January to November this year show that the share of sales during the evening hours (5–7 p.m., 59.7%) was more than double that of the lunch hours (11 a.m.–1 p.m., 26.8%).
A GS25 official said, "As more customers visit convenience stores for a reasonably priced dinner, we developed a premium lunchbox with a generous meat lineup in collaboration with Chef Edward Lee so they can enjoy a hearty meal comparable to dining out."
Beyond the lunchbox, the company plans to roll out a variety of Korean American–style products. On the same day, it will also introduce the "Edward Lee pistachio cupcake" (3,900 won) as a dessert item. It features a moist chocolate sheet topped with rich pistachio cream, and rice cake layered within the cream for a chewy texture.
On the 4th and the 9th, it will unveil the "Edward Lee K-mac and cheese," the "Edward Lee bourbon sauce pork shoulder rice bowl," and the "Edward Lee gochujang pulled pork kimbap," respectively. The K-mac and cheese and the bourbon sauce pork shoulder rice bowl are both priced at 5,900 won, and the gochujang pulled pork kimbap is 3,500 won.