GS25 Launches Kim Hyeja Lunchbox Part 2: "Generous Home-Cooked Squid Bulgogi"

Expanded to 2 Main Menu Items, Weight Increased by 15%

GS25 announced on the 2nd that it will launch the second edition of the Kim Hyeja Dosirak, ‘Hyejaroun Jipbap Ojingeo Bulgogi’. With a bold configuration that increases the main dishes to two and boosts the content weight by about 15% compared to regular dosirak, it maximizes richness and satisfaction.

GS25 utilized two popular main dishes: spicy stir-fried squid and sweet-salty soy sauce bulgogi, and included side dishes such as ham potato stir-fry, seasoned chamnamul, and stir-fried kimchi. On nutritious black rice, a fried egg is placed to create the concept of a homemade meal dosirak called ‘Hyejaroun Jipbap Ojingeo Bulgogi’. Ottogi sesame oil, which enhances flavor and has emerged as an unexpected hit factor, is also included in the second edition. Sprinkling the attached sesame oil on the stir-fried squid and other dishes allows for a richer nuttiness and umami taste.

GS25 is conducting a price discount event planned with the aim of stabilizing prices in conjunction with the launch of ‘Hyejaroun Jipbap Ojingeo Bulgogi’. This event, which offers about an 11% (600 won) discount via a discount QR code, will run for four weeks until the 28th of this month.

During this period, customers can enjoy ‘Hyejaroun Jipbap Ojingeo Bulgogi’ at a minimum price of 3,250 won by taking advantage of the maximum discount benefits. By fully utilizing ▲telecom company discounts (up to 10%) ▲discount QR (11%) ▲subscription service ‘Our Neighborhood GS Club One Meal’ benefits (20%), it can be purchased at the lowest price of 3,250 won, which is more than 40% off the regular price (5,500 won).

Moon Ji-won, GS25 Dosirak MD, said, “Thanks to the Kim Hyeja Dosirak, which returned in difficult times and sparked a craze beyond expectations, we are introducing the second edition, Hyejaroun Jipbap Ojingeo Bulgogi,” adding, “We will devote our efforts to expanding the Kim Hyeja Dosirak lineup with core keywords such as quality, cost-effectiveness, and sharing, and continue to expand positive influence by providing a hearty meal to the public longing for home-cooked food and stabilizing prices.”

Kim Hyeja Dosirak, first launched by GS25 in 2010, led the golden age of convenience store dosirak in Korea, creating numerous buzzwords such as ‘hyejaropda’ until the first half of 2017. Over the seven years of sales, more than 40 types of Kim Hyeja Dosirak were released, with cumulative sales reaching 1 trillion won.