GS25, First Release of Haengun Yakgwa... Yakgwa Donut & Yakgwa Cupcake

1-Day In-House Yakgwa Brand Haengun Yakgwa Debuts First Lineup
Developing Over 20 Differentiated Yakgwa Products by Year-End

GS25 announced on the 30th that it will officially launch the proprietary Yakgwa brand 'Haengun Yakgwa' series as a strategic product for the second half of this year.

GS25, a convenience store operated by GS Retail, said it will introduce two products, Yakgwa Donut and Yakgwa Cupcake, on the 1st of next month. This is the first product lineup unveiled under the Haengun Yakgwa series. The development was carried out through collaboration between the 'Yakgwa Research Lab' team and the 'MD Supporters,' composed of employees in their 20s, and it was finalized after testing dozens of prototypes.

The model is introducing two types of Yakgwa donuts and Yakgwa cupcakes, which are making their debut as part of the Lucky Yakgwa series at GS25
[Photo by GS25].

The Yakgwa Donut is a product that combines the traditional snack Yakgwa with the modern dessert donut. GS25 created a special donut dough with cinnamon powder and other ingredients, and topped it with finely chopped Yakgwa to maximize the Yakgwa flavor. To preserve the unique chewy texture, a manufacturing method was introduced that coats the surface of the product with rice syrup.

The Yakgwa Cupcake is made by layering mini honey Yakgwa, cinnamon cream, caramel cake sheet, and yuzu jam. It features a harmonious blend of the Yakgwa flavor spreading within the soft texture of the cake and the refreshing taste from the yuzu jam. Two whole mini honey Yakgwa pieces are topped on the very top.

Riding on the ongoing popularity of the 'Halmaennial' trend, GS25 expects the two products, Yakgwa Donut and Yakgwa Cupcake, to receive great customer response. GS25 plans to expand the Haengun Yakgwa series to more than 20 products by the end of this year. The company intends to focus on a strategy to extend differentiated products incorporating Yakgwa across the entire food category, including snacks, beverages, and ice cream.