Kim Hyeja Convenience Meals Expand Beyond Lunchboxes to Dining Menus
Contributing to Stable Dining Prices... Expanding Convenience Meal Offerings
GS Retail's convenience store GS25 announced on the 7th that it will launch the 'Hyejaroun Jipbap Wang Donkatsu (Kim Hyeja Wang Donkatsu)'.
Kim Hyeja Wang Donkatsu is a ready meal consisting of Western-style pork cutlet fried using domestically produced pork, coleslaw, and pickled radish. Two packets of donkatsu sauce are individually packaged and included, allowing customers to enjoy it by pouring or dipping the sauce according to their preference.
The model is posing while holding the newly released Hyejaroun Jipbap Wang Donkatsu lunchbox from GS25. [Photo by GS Retail]
The feature of Kim Hyeja Wang Donkatsu is that it embodies the wang donkatsu concept by using a pork cutlet roughly the size of an adult's face. The diameter of the donkatsu is over 20 cm, and it is thickly prepared, providing a feeling of fullness even for an adult male, GS25 explained.
The price of Kim Hyeja Wang Donkatsu is 4,500 KRW, which is about half the price compared to the market price of wang donkatsu, which is over 10,000 KRW. By applying maximum discounts such as ▲telecom discounts (KT·LG U+) and ▲subscription service 'Our Neighborhood GS Club One Meal' benefits (20% discount), it can be purchased for as low as 3,200 KRW.
GS25 decided to expand the existing home-cooked meal concept of Kim Hyeja ready meals into dining-out menus to contribute to stabilizing dining-out prices. Accordingly, they planned and launched the wang donkatsu menu, which is the most popular among the public, as the first product. Through this, they aim to grow convenience store ready meals not as substitutes for existing dining-out but as an option within dining-out menus.
Pan Sun-young, GS25's ready meal product planner (MD), said, "The revived Hyejaroun Jipbap series in this high-price era is providing consumers with sufficient economic and psychological satisfaction and is playing a driving role in significantly growing the convenience store ready meal market." She added, "We will continue to offer high-quality food with cost-effectiveness centered on the Hyejaroun Jipbap series and contribute to resolving lunch inflation and stabilizing dining-out prices."
Meanwhile, GS25's Kim Hyeja lunchbox, revived in February last year, has gained popularity by emphasizing high quality and unique cost-effectiveness. From February last year, when the Kim Hyeja lunchbox was launched, until April this year, lunchbox sales increased by more than 50% compared to the same period the previous year. During the same period, the cumulative sales volume of the Hyeja brand ready meals exceeded 30 million units.
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