GS25, Complete Overhaul of Triangle Kimbap... "Toppings Galore from the First Bite" [The World of Convenience Foods]

Jongseo Park GS Retail Fresh Food Team MD
Triangular Gimbap Corner Differentiation
Size and Packaging Redesigned After 20 Years

Jongseo Park, a product planner (MD) of the Fresh Food Team at GS Retail, is introducing triangular kimbap.

[Asia Economy Reporter Lim Chun-han] "The corners of triangular kimbap often don't have toppings that can be chewed, so we changed the cooking method to ensure the filling can be chewed from the very first bite."

Park Jong-seo, a product planner (MD) of the Fresh Food Team at GS Retail, explained in an interview with Asia Economy on the 25th, "We enhanced the taste and texture by dipping the cross-section of the triangular kimbap in flakes or soboro meat, which are typically sprinkled on rice bowls," adding, "We also wrapped the entire triangular kimbap with patties, kkaennip (perilla leaves), eggs, and sliced ham to create a differentiated taste and texture starting from the corners."

On March 20th, GS25 undertook a full change renovation of triangular kimbap for the first time in 20 years, changing both the exterior and interior. In particular, they increased the size of the triangular kimbap and changed the packaging from transparent wrapping to colorful designs. Park MD stated, "The sales proportion of the larger triangular kimbap compared to the regular size has been continuously increasing," and added, "Although the price is about 300 to 400 won higher, we judged that the demand for more filling convenience meals has grown."

New product ideas are mainly sourced from social networking services (SNS) and hip places. Park MD said, "We frequently check SNS and magazines that the MZ generation (Millennials + Generation Z) often access. We also visit trendy spots and popular restaurants every week," emphasizing, "At GS25, we operate a program called MD Supporters, where employees mainly from Generation Z gather to try new triangular kimbap and lunch boxes and provide feedback."

Park MD added, "Typically, about 20 to 25 types of triangular kimbap are released annually, but due to the impact of COVID-19 last year, product launches were at about 60 to 70% of that level," and said, "Since the transition to an endemic phase has been made this year, we aim to release around 30 products."