'Hyeja Deuk Challenge' Campaign Launched
Introducing Increased Portion Lunchboxes Until the 16th of Next Month
GS25 announced on the 14th that it will temporarily launch lunchboxes with significantly increased side dish portions in celebration of the back-to-school season through the ‘Hyeja Gadeuk Challenge’ campaign.
The Hyeja Gadeuk Challenge is a campaign introduced by GS25 to mark the 1st anniversary of the re-release of the ‘Hyejaroun Jipbap’ lunchbox (hereafter Hyeja Dosirak). It was prepared to recall the words of actor Kim Hyeja, who launched the Hyeja Dosirak last February, urging to provide students and young people with quality food at affordable prices.
GS25 models are introducing the 'Hyeja Full' product, which increases the amount of side dishes by up to 47% at the same price as the 'Hyejaroun Jipbap' lunchbox. [Photo by GS25]
In this campaign, GS25 is offering increased-portion lunchboxes with side dishes increased by up to 47%. The price remains the same. The products offered vary by period. Until the 19th of this month, ‘Banban Jeyuk’ will be available; from the 27th to the 2nd of next month, ‘Hambak & Donkaseu’; and from April 10th to 16th, ‘Tongtong Ssoya Bulgogi’ will be offered.
Min Jeonghwan, GS25 FF Team Manager, said, “Hyeja Dosirak has transcended being a simple product brand to become a term that provides economic and psychological satisfaction to consumers living in an era of rising single-person households and high prices.” He added, “As the brand we started, we bear a heavy responsibility and will continue to offer products that better convey Kim Hyeja’s philosophy of sharing.”
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