GS25 Celebrates 30th Anniversary with the Relaunch of 3 Enhanced 'Legend Dosirak' Varieties

[Asia Economy Reporter Cha Min-young] GS25 announced on the 21st that it will newly launch legendary products that were highly popular in the past to celebrate its 30th anniversary.

At GS25, a convenience store operated by GS Retail, nostalgic legendary products that were very popular with customers and showed excellent sales performance in the past have been reborn in a new form by reflecting customers' preferences in the existing lineup.

The first three products are: the ‘Jeyuk Bokkeum Dosirak’ which coined the new word ‘Hyejasreopda’ (meaning generous), the ‘Wanjeon Keudak Dosirak’ which gained popularity on social networking services (SNS) with its huge big-sized chicken leg and created a sales record of 1 million units sold in just three weeks, and the ‘Wang Gyoja Gratin’ launched in 2016, which recorded the highest sales among all ready-to-eat products.

The ‘Kim Hyeja Dosirak’ transformed convenience store lunch boxes from mostly one-bowl dishes like rice bowls in the early days of convenience stores into the current full-course style lunch boxes. To preserve the sentiment of the original product, the container shape is made similar to the past. However, unlike the original product, a fried egg is placed on top of the rice and seasoned seaweed is additionally provided. The price is 4,500 won.

The ‘Wanjeon Keudak Dosirak’, which was the first lunch box to outsell tuna mayo, the top-selling triangular kimbap, has returned this year as ‘Wanjeon Keumyeon’. It features a whole barbecue chicken leg as the main dish and elevates the quality by replacing fried rice with tomato spaghetti. Toppings such as sausage, French fries, and corn cheese have been enhanced. For convenience, disposable hygienic gloves are also included. The price is 4,500 won.

The ‘Yalpi Mandu Gratin’ was also released as a legendary 30th anniversary commemorative product that customers want to see again. While maintaining the recipe of the popular Wang Gyoja Gratin, it has been changed to use thin-skinned dumplings, which are currently popular. The product includes five thin-skinned dumplings served with mozzarella cheese and a sweet and sour sauce. The price is 3,900 won.

To celebrate the launch of the 30th anniversary fresh food, the ‘Fresh Food 2530 Promotion’ will be held. From the 25th to the end of this month, a 30% discount will be offered on promotional products for seven days. The discount applies to the 30th anniversary products released this month and seven other products: ‘Jeongseong Gadeuk 12-chan Dosirak’, ‘Jeongtong Wang Kimbap’, ‘4-layer Ham Cheese & Crab Stick Sandwich’, ‘Big) Yangnyeom Chicken Burger’, and ‘Spicy Sweet Chicken Gangjeong’. Customers can receive the 30% discount by visiting the store, selecting the promotional product, scanning the ‘My Fridge’ discount coupon on the GS25 app, and making the payment.

Meanwhile, GS25 also launched the 30th anniversary commemorative product ‘Jeongseong Gadeuk 12-chan Dosirak’ as a Lunar New Year lunch box. It is richly composed with main side dishes such as seasoned pork stew, grilled short rib patties, five-flavor skewers, pollack pancakes, and round meat patties, designed as a festive meal set for ‘Honsol-jok’ (people who celebrate the holiday alone). Additionally, during the Lunar New Year holiday, customers who order and pick up any of the six types of lunch boxes through the GS25 app ‘My Fridge’ will receive traditional snacks, limited to the first 5,000 customers on a first-come, first-served basis, with a 100% giveaway rate.