GS25 Targets MZ Generation with 'Gompyo' Makgeolli

Makgeolli Sales Increase by Over 40%... Purchase Share of 20s and 30s Exceeds 35%

[Asia Economy Reporter Jo In-kyung] Convenience store GS25 announced on the 24th that it will launch 'Pyomun Makgeolli,' which caused a buying frenzy among consumers in their 20s and 30s and stirred up online buzz. Starting from the 25th, it will be sold at stores in the Seoul and Gyeonggi areas, with plans to expand nationwide later.

Pyomun Makgeolli is a fresh makgeolli created through a collaboration between Daehan Flour Mills and Hangang Brewery, launched in April this year and mainly sold online. The name 'Pyomun' is derived by flipping Daehan Flour Mills' brand 'GomPyo' upside down, inspired by the common practice of shaking and drinking makgeolli upside down. Besides the mascot, a polar bear, and its unique sentimental design, it boasts a pleasant acidity and smooth, clean finish by harmonizing the diverse flavors of domestically sourced wheat nuruk and the natural sweetness of rice. Due to the nature of fresh makgeolli, the manufacturer explains that as the storage period lengthens, the sweetness decreases and carbonation develops, allowing consumers to enjoy a drier taste over time.

GS25 expects Pyomun Makgeolli to receive great responses as the MZ generation prefers makgeolli amid the recent 'Newtro (New+Retro)' trend. GS25's makgeolli sales have surged by 40.1% year-on-year through September this year, with the proportion of customers in their 20s and 30s rising from 26.7% last year to 35.6% this year.

Following 'Gompyo Milsikhye,' GS25 is sequentially launching Gompyo series products such as Pyomun Makgeolli, focusing on discovering popular products that captivate the MZ generation customers' eyes, taste buds, and emotions.

In the first week of next month, another Gompyo brand product will be launched online. GS Shop will exclusively launch a tumbler product collaborated between Korea's leading kitchen brand 'Happycall' and Gompyo through the mobile live commerce platform 'Shoppy Live.' Offered in a 1+1 set (priced at 19,900 KRW), the design features a white, flour-like exterior color with the Gompyo signature logo, aiming to catch customers' eyes.