[Report] GS25 Godsaeng Planning Office... "We Captured the Hearts of MZ Generation Women"

Seongsu-dong Popup Store Opening
Virtual Character 'Kim Neneop' Space Realization
Take Photos and Purchase Various Goods

On the afternoon of the 23rd, people are entering the GS25 Gatseng Planning Office popup store located in Seongdong-gu, Seoul.

[Asia Economy Reporter Lim Chun-han] "Looking at Nenepssi's desk, I thought I was looking at my own monitor for a moment with details like ‘Real_Final Design Filename’ and ‘Excel Mode PC KakaoTalk.’ I really related to the finely expressed parts."

On the afternoon of the 23rd, Mr. Park, whom we met at the GS25 Godsaeng Planning Office popup store in Seongdong-gu, Seoul, praised, "Peeking into the life of a Godsaengler (a person who lives each day doing their best) gave me some comfort," adding, "I lost track of time while exploring."

The Godsaeng Planning Office is a space that recreates the daily life of Kim Nenepssi, a virtual Gen Z office worker character of GS25. As soon as you enter, the trendy office desk dominates your attention. The calendar, work log, sticky notes on the board, and books are perfectly depicted. An on-site staff member explained, "You can freely take photos inside the popup store, and you can take as many postcards and stickers as you want." Most visitors here were MZ generation (Millennials + Gen Z) women, all busy taking pictures.

On the afternoon of the 23rd, people are browsing the GS25 Gatseng Planning Office popup store located in Seongdong-gu, Seoul.

In the pantry, if you follow the Godsaeng Planning Office’s social media (SNS), you could receive three stickers of your choice. According to GS Retail, the Instagram follower count increased by more than 1,500 within three days of the popup store opening. At the after-work snack bar, various goods such as memo pads, pens, erasers, and stickers are sold. A popular receipt photo booth is also prepared, where photos are printed with the phrase ‘Living Godsaeng from today’ at the bottom. Nenepssi’s room expresses a personal space through props like a piano, LP records, and tennis equipment. Office worker Mr. Kang said, "While touring the popup store, I was completely immersed in the Godsaeng Planning Office world," adding, "I became curious about what Godsaeng Planning products are available, so I plan to visit the convenience store on my way home."

Godsaeng Planning is a new product development project launched last year, composed exclusively of GS25 employees in their 20s and 30s to capture the hearts of the MZ generation. Over 60 Godsaeng Planning brand products, including Knotted Milk, Tteumsae Omori Kimchi Stew Ramen, and Pop It Pearl Candy, have been released, achieving cumulative sales exceeding 10 million units. GS25 plans to continuously increase brand awareness through various online and offline activities such as expanding new Godsaeng Planning product launches, Godsaeng Planning character and limited edition goods events, and Season 2 of the YouTube Godsaeng Planning web variety show content.