'Soomine' with homemade taste, 'Bapgubnam' grilling meat... Unique convenience store lunchbox battle

Seven Eleven Collaborates with Actress Kim Sumi
Launches Healing Lunchbox Supporting 2030
GS25 Develops with YouTuber Babgubnam
Includes Production Process and Broadcast Content
Unique Collaboration Popular Among Youth...Sales Up

[Asia Economy Reporter Seungjin Lee] "Kids, make sure to eat! Youth thrives on the power of food."

The convenience store industry is competing with unique lunchboxes to target the MZ (Millennial + Z) generation. They have created lunchboxes featuring menus that appeared in YouTubers' mukbang videos and launched lunchboxes linked to popular TV programs.

‘Taste Ambassador’ Kim Sumi Steps Up

On the 15th, 7-Eleven partnered with actress Kim Sumi to release a healing concept lunchbox called ‘Sumine Bapmeokja Yaedura’ (Sumi’s Let’s Eat, Kids) aimed at supporting the 2030 generation. This lunchbox was planned to encourage the 2030 generation who are facing many difficulties such as employment and recession due to the prolonged COVID-19 pandemic.

In August last year, 7-Eleven appointed Kim Sumi, who has become a home-cooked meal icon, as the 7-Eleven ‘Taste’ ambassador, entrusting her with recipe development, food taste evaluation, and advisory roles.

GS25 introduced ‘Usamgyeop Deopbap’ (Beef Brisket Rice Bowl) and ‘Big So Bulgogi Burger’ jointly developed with YouTuber ‘Bapgubnam,’ who has 1.31 million subscribers. The newly launched lunchbox and burger are the first results of a strategic collaboration between GS Retail and CJ ENM’s one-person creator support project ‘Dia TV.’

From product planning to ingredient selection and production, ‘Bapgubnam’ participated in the entire process, reflecting his main broadcast content of ‘meat-eating practice’ where he grills meat over firewood and charcoal in the mountains.

On the 10th, CU partnered with the popular variety show ‘Matnam-ui Gwangjang’ (Delicious Plaza) to launch the industry’s first lunchbox using grilled yellow croaker called ‘Jeju Chamjogi Jeongsik’ (Jeju Yellow Croaker Set Meal). On the show, Baek Jongwon, CEO of The Born Korea, learned about the difficulties faced by fishing households due to thousands of tons of frozen yellow croaker piling up in storage as demand from schools and restaurants sharply declined amid COVID-19. He proposed to CU to use yellow croaker in convenience store lunchboxes, leading to the product launch.

Sales Increase Driven by MZ Generation Word of Mouth

These unique lunchboxes have significantly contributed to sales through word of mouth among the MZ generation. The ‘Sumine Lunchbox Series’ has become 7-Eleven’s representative lunchbox. From its initial launch in September last year through December, 7-Eleven’s lunchbox sales grew by 28.8% compared to the previous year. Accordingly, 7-Eleven is offering various products featuring Kim Sumi as a model across categories such as triangular kimbap, instant noodles, and snacks, currently operating 16 types of ready-to-eat products.

CU’s apple pie, made using fallen apples in collaboration with ‘Matnam-ui Gwangjang’ last year, became so popular that it sold out immediately after launch. It is currently ranked number one in ambient dessert sales. Most products developed through collaboration with ‘Matnam-ui Gwangjang’ have recorded high sales, and CU plans to continue these partnerships.

A convenience store industry official explained, "Unique collaborations strengthen communication with MZ generation customers who lead digital consumption trends, enhancing satisfaction. Even if the sales of launched products are not high, continuous brand exposure and sharing online provide significant advantages."