[Asia Economy Reporter Lim Chun-han] GS25 announced on the 18th that it will operate a pop-up store called ‘Gotseng Planning Office’ in Seongsu-dong, Seoul, from the 21st of this month to the 12th of next month.
Gotseng Planning is a new product development project launched last year, composed exclusively of GS25 employees in their 20s and 30s. Over 60 products, including Noted Milk, Tteumsae Omori Kimchi Stew Ramen, and Pop It Pearl Candy, have been released, achieving cumulative sales of over ten million units.
The Gotseng Planning Office is themed around the image of a Gotsengler (a person who lives each day doing their best) and recreates the daily life space of GS25’s virtual character, ‘Generation Z office worker Kim Nenepp.’ It consists of four spaces where office workers spend the most time: the office, pantry, after-work store, and personal room. Visitors can enjoy various events such as ▲experience content (lunch menu recommendation, wish ticket drawing) ▲social network service (SNS) events ▲photo zones ▲goods zones ▲random draws.
Through this pop-up store, GS25 is focusing not on directly promoting the Gotseng Planning brand and products but on providing new experiences and values that customers can relate to. It is expected that Gotseng Planning will establish itself not just as a private brand (PB) but as an MZ generation (Millennial + Generation Z) lifestyle brand.
A GS Retail official said, “We believe this pop-up store will create empathy among the MZ generation and offer fun and enjoyment,” adding, “We will do our best to establish it as a hot trend by presenting various contents and products in the future.”
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