[Report] GS25 Gatseng Project Popup Store... "Captured Women's Hearts"

Implementation of Gen Z Designer Studios
Communicating and Sharing Messages on the Theme of Godsaengler
Collaborating with Youth Companies to Produce Various Goods
Expecting an Average of 1,000 Visitors per Day

On the afternoon of the 19th, people are browsing the GS25 Gatseng Planning popup store at the Dongdaemun Design Plaza (DDP) Design Store in Jung-gu, Seoul.

[Asia Economy Reporter Lim Chunhan] "When I saw Nenepssi's desk, I was momentarily startled to find Instagram and YouTube internet windows open behind the work folder. The details, like the file name ‘GSD_logo_final_share,’ were so vivid that it was amusing."

On the afternoon of the 19th, at the GS25 Godsaeng Project popup store located in the Dongdaemun Design Plaza (DDP) Design Store in Jung-gu, Seoul, Kim Jeongah (27, female) said, "I also came back after lunch and took supplements around 2 p.m., and the setup was exactly the same, which surprised me," adding, "I completely relate to the phrase at work, ‘What the heck... I want to go home.’"

This popup store recreated the designer’s studio reflecting the worldview of the virtual Gen Z office worker Kim Nenepssi. At the entrance, the pet fox character Mumu greeted visitors. Upon entering the store, various Godsaeng Project goods such as cushions, stickers, notepads, postcards, glass cups, and eco-bags immediately caught the eye. These products were created in collaboration with five youth companies housed in the DDP Design Store. A representative from ProGomineor Lab said, "Watching on-site, it seems many people like Nenepssi’s desk," and added, "Our products also feel more familiar to customers."

Many people were deeply engaged with the communication and empathy messages centered on Godsaenglers (people who live each day doing their best). Office worker Jung Eunyoung (31, female) said, "Most of my 2022 bucket list wasn’t fulfilled, and the goal of reading 10 design books was changed to 5, which was funny," adding, "Coloring grape clusters to achieve goals reminded me of my childhood piano academy. I lost track of time while browsing and also bought the postcard that says ‘My motto: I succeed no matter what.’"

On the afternoon of the 19th, people are browsing the GS25 Gatseng Planning popup store at the Dongdaemun Design Plaza (DDP) Design Store in Jung-gu, Seoul.

Inside the store, Kim Nenepssi’s desk was stylishly arranged. Calendars, work logs, photos, notepads, books, and writing tools were perfectly depicted. Visitors could cut and take as many stickers as they wanted here. Behind the desk, there was a full-length mirror and a Mumu photo zone. Most visitors were MZ generation (Millennials + Gen Z) women and foreigners, all busy taking photos.

Godsaeng Project is a new product development project launched last year, composed solely of GS25 employees in their 20s and 30s to capture the hearts of the MZ generation. Over 80 Godsaeng Project brand products, including Knotted Milk, Tteumsae Omori Kimchi Stew Ramen, and Pop It Pearl Candy, have been released, achieving cumulative sales exceeding 17 million units. The popup store held in Seongsu-dong last May and June attracted over 300,000 customers, and this popup store is expected to welcome more than 1,000 customers daily.

A GS Retail official emphasized, "The cool goods made by youth companies and the worldview of the Godsaeng Project popup store are providing customers with unique fun and empathy," adding, "We plan to continue introducing various cultural contents."