'100,000 per day'... Juhyunyoung's Dosirak 'Takes Off'

High Purchase Rate Among Those Under 29 Years Old

Seven Eleven announced on the 28th that 600,000 units of the Juhyunyoung Bibimbap Lunchbox (Crispy Bulgogi · Jeonju-style Bibimbap) were sold within 6 days of its launch.

Before its release, the product generated great buzz due to an exclusive contract with popular actor Juhyunyoung, who is well-liked among the MZ generation (Millennials + Generation Z). In fact, the purchase rate of the Juhyunyoung Bibimbap Lunchbox among customers under 29 years old was about 10% higher compared to other lunchboxes. On the first day, the order volume increased by 700% compared to the usual bibimbap lunchbox orders, attracting significant attention from store owners as well.

A model is introducing the Juhyeonyeong Bibimbap Lunchbox at 7-Eleven.
[Photo by 7-Eleven]

Next month, Seven Eleven will introduce the Jeyuk Ssambibimbap made with stir-fried spicy pork and bibim seasoning strong doenjang, as well as Spring Naengi Bibimbap using soy sauce seasoning with finely chopped seasonal spring naengi (shepherd’s purse). They plan to release a total of 10 types of Juhyunyoung Bibimbap Lunchboxes within this year.

To celebrate the launch of the Juhyunyoung Bibimbap Lunchbox, a special discount event will also be held. Next month, customers who purchase the Juhyunyoung Bibimbap and pay with L Pay, KakaoPay Money, or Hana Card will receive a 20% instant discount. Additionally, with telecom company partnership discounts, the effective price can be reduced by about 27% to 3,280 KRW.

The promotional SNS video series starring Juhyunyoung, called Bibim Scandal, is also popular. Currently, the comprehensive trailer and episodes 1 and 2 have been released on Seven Eleven’s official YouTube and Instagram channels, accumulating over 1 million views. A Seven Eleven representative said, “We will continue to properly prepare and launch Juhyunyoung Bibimbap, considering both taste and health.”