Going to a Specialty Store for Gourmet Desserts? I Go to a Convenience Store

GS25 Dessert Sales Soar 35 Times in 5 Years
Popular for Over 30 Varieties and High Quality

[Asia Economy Reporter Lim Hye-seon] Dessert products that offer high quality comparable to specialty stores at affordable prices have established themselves as key strategic items in convenience stores.

According to GS Retail on the 11th, the dessert category sales at convenience store GS25 grew 35 times in five years since 2014 (as of 2019). GS25 expanded its dessert product lineup from just 5 to 6 types in 2015 to about 30 varieties. By offering desserts with taste and quality comparable to dessert specialty stores at prices ranging from 2,000 to 3,000 KRW, consumer response exceeded expectations, the convenience store said. The number of consumers seeking desserts exploded, and a new term "Pendi-jok" (people who enjoy convenience store desserts) was coined. Yours Hanipgadeukshu, Yours Mochi Roll, Yours Royal Tiramisu, and Yours Mochi Roll KIRI Cream Cheese are currently GS25's representative products.

This year, GS25 launched five types of macarons: Yours Jinsim Macaron, Kakao Ryan Macaron, Saetbyeol Idal Dal Macaron, Aurora Macaron, and Popping Topping Macaron. By introducing macarons, which have long been considered a premium dessert, GS25 is evaluated to have raised the level of convenience store desserts to a new level. In particular, Aurora Macaron and Popping Topping Macaron are products completed after a long collaboration between GS25 and the premium dessert specialty brand Lucicato. The Aurora Macaron's key differentiating feature is its subtle two-tone colored shells. Compared to regular macarons made with single-colored shells, the manufacturing process takes about 1.5 times longer and is more complex, but GS25 actively reflected customer demand for unique and distinctive desserts. The fillings of Aurora Macaron come in three flavors: strawberry, blueberry, and raspberry. GS25 emphasized the freshness of the berries by directly adding fruit pulp to the filling and used a rich filling reminiscent of "ddung macaron" (macarons with thick filling).

The Popping Topping Macaron adds a fun texture to the chewy and soft macaron. GS25 topped the fillings?green grape, walnut, and chocolate?with pineapple popping, walnuts, and chocolate chips respectively to enhance flavor while maintaining a chewy texture. Both Aurora Macaron and Popping Topping Macaron use the Italian meringue method, mixing egg whites and hot syrup to create shells with excellent chewiness. GS25 plans to expand its macaron lineup to about 20 varieties within the year.