"Returning After 6 Years"... GS25 Relaunches Kim Hyeja Dosirak

Implementing the Sincerity of Home-Cooked Meals and Ultimate Cost-Effectiveness

GS25 will re-release the Kim Hye-ja lunchbox in mid-this month after 6 years.
[Photo by GS Retail]

GS25 announced on the 7th that it will re-release the Kim Hyeja Dosirak in mid-month, making it more generous and abundant for the first time in six years.

The Kim Hyeja Dosirak led the heyday of convenience store lunchboxes from September 2010 to the first half of 2017, creating new words such as 'Hyejaropda' on social networking services (SNS). During the seven years of sales, the Kim Hyeja Dosirak was released in over 40 different products, with cumulative sales reaching approximately 1 trillion won.

Since February last year, the Hyejaroun Home Meal Project has been underway to launch high-quality lunchboxes, and it took a year of preparation for the product launch. In this process, GS Retail's deep interest in supporting child meal cards, which it has been conducting for a long time, played a significant role in leading Kim Hyeja's final decision.

A GS Retail official said, “As prices are soaring sharply, many customers who want abundant food at an affordable price have recalled and requested the Hyeja Dosirak,” adding, “We plan to actively market the new version of the Hyeja Dosirak so that it can be loved by the MZ generation (Millennials + Generation Z), who are enthusiastic about Newtro.”