GS25 Covers Chang-eok Tteok with Soboro... Launches 2 New Products

GS Retail's convenience store GS25 announced on the 10th that it is partnering with Chang-eok Tteokjip to launch two new products combining bakery items with Chang-eok rice cakes: Chang-eok Pumpkin Injeolmi Soboro and Chang-eok Red Bean Glutinous Rice Cake Bread.

A model at GS25 is looking at Chang-eok Rice Cake Red Bean Glutinous Rice Bread and Chang-eok Rice Cake Pumpkin Injeolmi Soboro.
[Photo by GS25]

Located in Gwangju Metropolitan City, Jeollanam-do, Chang-eok Tteokjip started as a neighborhood rice cake shop in 1965 and built its reputation over the years. Since 2016, it has launched products on home shopping channels, achieving sold-out sales 48 times, and expanded into online sales, establishing itself as a strong small-to-medium enterprise with annual sales of 25 billion KRW.

GS25 incorporated Chang-eok Tteokjip’s best-selling pumpkin injeolmi rice cake inside soboro bread for the Chang-eok Pumpkin Injeolmi Soboro, and placed whole red bean glutinous rice cake inside brioche for the Chang-eok Red Bean Glutinous Rice Cake Bread, creating a new concept dessert combining rice cakes and bread. Both products are priced at 2,800 KRW.

To achieve a harmonious taste and texture between the rice cake and bread, GS25 optimized the mixing ratios, baking temperature, and time through over 40 prototype trials.

GS25 plans to continue expanding products catering to the tastes of the "Halmaennial" generation (a blend of ‘grandmother’ and ‘millennial’), including items like yakgwa, black sesame, and red bean, to sustain the popularity of K-desserts. Additionally, to proactively lead the increasingly premium and segmented consumer demands, GS25 intends to expand collaborative product development by actively utilizing popular food brand IPs when planning differentiated products.

Previously, GS25’s Luck Yakgwa and six other varieties surpassed cumulative sales of 3 million units. Last month, GS25 launched ‘Delicious Fish-shaped Bread to the Tail,’ which faithfully recreates street-style bungeoppang, receiving positive reviews across various SNS platforms and even inspiring posts titled ‘Our Neighborhood Bunge-segwon.’

No Tae-hwan, MD of the GS25 Counter FF Team, said, “The convenience store ambient bread category, once remembered only for red bean bread and cream bread, is growing significantly every year as dessert breads and collaborations with famous bakeries gain popularity. We will continue to actively pursue differentiated product development through collaborations to provide consumers with special value and satisfaction.”