Yoajung Captivates the MZ Generation... Launches Ice Cream in Collaboration with GS25

Expected to Be a Summer Hit Amid the Healthy Pleasure Trend
Born from the Creative Ideas of "MD Supporters"

GS25 announced on July 5 that it has launched a variety of collaborative products, including ice cream, in partnership with Yoajung, the leading yogurt ice cream brand that is highly popular among the MZ Generation (Millennials and Generation Z).

Yoajung, short for "Yogurt Ice Cream Jeongseok" (the standard of yogurt ice cream), is a franchise brand specializing in yogurt ice cream. Customers enjoy yogurt ice cream topped with a variety of ingredients, such as honeycomb and assorted fruits, and share their personalized combinations on social media using the hashtag "#Yoajung," making it a major trend.

A model is holding a Choco Shell Yogurt ice cream collaborated with Yoajung at GS25.
[Photo by GS25]

The newly launched product is the "Yoajung Strawberry Choco Shell Yogurt Bar." This tasty, health-conscious ice cream bar features low-sugar yogurt ice cream combined with strawberry syrup, chocolate coating, and strawberry flake toppings. The crunchy texture of the strawberry flakes is expected to provide customers with a unique and enjoyable experience.

By the end of this month, GS25 plans to release a parfait-style ice cream that allows customers to add the signature honeycomb topping to yogurt ice cream, as well as a dairy product featuring Greek yogurt topped with honey granola.

This collaboration originated from ideas proposed by the "MD Supporters," a group that suggests new product development directions and improvement points from the perspective of the MZ Generation. Lee Jooyong, MD of GS25 Beverage and Food Team, stated, "We planned this collaboration to offer customers new flavors and fun," adding, "We will continue to introduce differentiated products that are enjoyable to eat and also promote health."

Meanwhile, GS25 continues to launch differentiated products through collaborations with more than 60 food IPs (intellectual properties), the largest number in the industry.