GS25 Launches Kim Hye-ja Lunchbox Today "3,900 Won for One Month"

Jeyuk Bokkeum Lunchbox Orders Up 350% Compared to Before
3,900 KRW for One Month, Up to 2,550 KRW at Maximum Discount
Focus on High Quality, Cost-Effectiveness, and Sharing Keywords, Completion of Version 2

The model is introducing GS25's "Generous Home-cooked Spicy Pork Bulgogi Lunchbox," released on the 15th.
[Photo by GS25].

The 'Kim Hyeja Dosirak' has been revived.

GS25 announced on the 15th that it has launched the cost-effective lunchbox 'Hyejaroun Jipbap Jeyukbokkeum Dosirak.' The first order, which closed the day before, proved high expectations by exceeding 350% of the average order quantity of new lunchbox products.

This lunchbox, true to the name Hyejaroun Jipbap, focuses on abundance, the taste of mom’s home-cooked meal, and cost-effectiveness. The main side dish is Jeyukbokkeum (spicy stir-fried pork). It is stir-fried with only meat and sauce to bring out the true flavor of the meat. After microwaving for about 2 minutes, GS25 explained that pouring the included Ottogi sesame oil over the Jeyuk enhances the savory aroma. The rice, mixed with black rice, also reflects the nutritious home-cooked meal feel. A fried egg is placed on top of the rice. Stir-fried kimchi, stir-fried fish cake, and tteokgalbi side dishes are also added.

GS25 plans to further enhance cost-effectiveness by running a discount promotion. This promotion, which allows purchase at 3,900 won by applying a discount QR code, will run for four weeks from the release date until March 14. The regular price is 4,500 won. Applying all GS25 discounts, it can be purchased for as low as 2,550 won. The telecom discount (5-10% depending on the carrier) is applied first, and then the discount QR code gives an additional 600 won off. Additionally, if GS25’s food subscription service 'Uridongnae GS Club Hankki' is applied, a further 20% discount is given.

GS25 expects this lunchbox, which focuses on the best quality and cost-effectiveness amid the ongoing high inflation era, to present a new alternative to the demand caused by lunch inflation. GS25 lunchbox sales grew by 41.2% last year, and the cumulative growth rate up to February 12 this year is 22.9%, maintaining its popularity.

Kwon Younghwan, head of GS Retail’s convenience food division, said, "The returning Kim Hyeja Dosirak was carefully designed in taste, nutrition, and cost-effectiveness to be a hearty meal that can satisfy the emotional hunger of modern people longing for home-cooked meals." He added, "As Kim Hyeja Dosirak represents the keywords of high quality, cost-effectiveness, and sharing, we plan to focus on completeness for the second product to be released."

Meanwhile, the Kim Hyeja Dosirak, first launched by GS25 in 2010, inspired new words like 'Hyejaropda' (meaning generous) on social media until the first half of 2017 due to its generous portions. During its 7 years of sales, Kim Hyeja Dosirak was released in about 40 different products, recording cumulative sales of approximately 1 trillion won.