GS25 "Hyeja Dosirak, Year-End Sharing Campaign Conducted"

GS25 announced on the 14th that it will conduct the ‘Merry Meal’ campaign from the 15th to the 28th, where GS25 will donate 1,000 KRW for every Hyeja Dosirak purchased.

Re-released after 6 years, the Hyeja Dosirak has gained tremendous popularity to the extent that the word ‘Hyeja-robda’ (meaning generous or great value) has become trendy again amid high inflation. From mid-February, when the first product was launched, until November, 17.9 million dosirak meals were sold. Including the follow-up products such as Hyeja-robun gimbap, triangular gimbap, Mammoth bread, and sandwiches, the total sales of Hyeja-robun products reached 21.8 million units.

The Merry Meal campaign, named after Kim Hyeja, who has always been at the forefront of sharing and volunteering, plans to close the year by caring for underprivileged neighbors together with customers. When purchasing any of the 10 types of Hyeja Dosirak, including the Hyeja-robun home-cooked-style stir-fried pork, customers can accumulate points on the ‘Our Neighborhood GS’ app, which will generate a donation stamp within the app.

GS25 will accumulate 1,000 KRW for each donation stamp contributed by customers, and once the accumulated amount reaches 10 million KRW, it will purchase about 500 boxes of ‘Yesodam Kimchi (5kg)’ with the funds and donate them to elderly people living alone through the Milal Welfare Foundation.

Yesodam is an agricultural corporation that has consistently engaged in kimchi donation activities during the kimjang season for the past 10 years. Yesodam’s CEO Yoon Byung-hak sympathized with the purpose of this campaign and decided to donate an additional 200 boxes independently.

Kim Hyo-jin, manager of the GS Retail Partnership Promotion Team, said, “Since the launch, the Hyeja-robun dosirak has provided a 20% discount to youths using child meal cards and supported Anna’s House and children in need in Wonju City, practicing ESG management through sharing.” She added, “This campaign was prepared to practice sharing together with customers who have shown great support throughout the year, so we hope many people will participate.”