GS25, the convenience store operated by GS Retail, said on the 18th that four collaboration products with the Netflix program "Culinary Class Wars: Cooking Class War Season 2" surpassed a cumulative 800,000 units sold within two weeks of launch.
GS25 launched "Culinary Class Wars 2" collaboration products on the 4th of this month. It introduced "beef bulgogi gimbap" in collaboration with Seoul Mom chef U Jeong-uk, and released "lobster sand" and "lobster salad" with chef Choi Yu-gang using vegetables from designated farms.
In particular, as an official Netflix partner, GS25 carried out an exclusive collaboration with chef Choi Kang-rok to turn the winner's signature menu into convenience store ready-to-eat meals. "flying fish roe pollack roe & egg rice ball" adds flying fish roe and wasabi mayo to oven-baked pollack roe, and it led early sales momentum by selling 100,000 units in four days after launch.
Buoyed by customer response, follow-up products will also roll out sequentially. On the 25th, it will introduce "Japanese-style katsu sandwich," and in March, it plans to unveil "hamburg garlic rice rice ball." Chef U Jeong-uk's "abalone innards porridge" and "dried pollack hangover soup" will also be released on the 19th.
Since Oct. 2024, GS25 has been developing the "Culinary Class Wars collaboration series" with chefs including Jo Gwang-hyo, Jang Ho-jun, Kim Mi-ryeong, and Edward Lee. The series recently surpassed a cumulative 6.2 million units sold.
Lee Jeong-pyo, head of marketing at GS Retail, said, "As an official Netflix partner, GS25 has led convenience store gourmet trends by introducing exclusive Culinary Class Wars products and has carried out successful content commerce marketing," adding, "Going forward, we will sequentially launch collaboration products with chef Lee Mun-jeong of Chinese Witch and chef Tommy Lee of French Papa to expand the Culinary Class Wars collaboration lineup and deliver a differentiated gourmet experience."