GS25 Partners with Yeonriheejae to Launch Glutinous Rice Cakes and Rice Cake Cookies

GS25 announced on the 5th that it has partnered with Kaesong traditional liquor specialty store ‘Yeonriheejae’ to develop desserts themed around rice cakes.

On the 7th of this month, as the first collaboration product, they will introduce Milk Ball Tteok and Choco Ball Tteok, which combine glutinous rice cake with cream, chocolate chip toppings, and castella powder. On the 14th, they will launch Injeolmi Tteok Cookie and Black Sesame Tteok Cookie products, featuring giant cookies about 12cm in diameter filled with cream, rice cake, and sweet red bean paste.

These products are expected to receive great responses from customers in their 20s and 30s who are passionate about desserts, and are also anticipated to be familiar and appealing to customers aged 40 and above, potentially becoming a national dessert.

GS25 plans to focus on marketing and diversifying Korean-style differentiated desserts alongside its existing ‘Haengun Yakgwa’ brand, while also aiming to captivate overseas customers and develop these products into must-buy key items for visitors to Korea.

Jo Gahyeon, GS25’s dessert MD, said, “Korean-style desserts have become another trend, led by the MZ generation who are enthusiastic about new traditional styles,” adding, “We will continue to introduce differentiated desserts that can lead trends, focusing on realizing customer satisfaction and strengthening store competitiveness.”