GS25, 'Heukbaek Yorisai' Edward Lee Makgeolli Pre-Order Sale

Food Featured in 'Heukbaek Yori-sa' Contest
9 Heukbaek Yori-sa Products and 4 Desserts Sold 1 Million Units in November

GS Retail's convenience store GS25 announced on the 16th that it will conduct pre-orders for 'Lee Gyun Chamoe Minariju' and 'Imokase Instant Grilled Gim' through the mobile app 'Our Neighborhood GS' until the 18th.

Lee Gyun Chamoe Minariju is a menu presented by Chef Lee Gyun, also known as Edward Lee, in the finals of Netflix's cooking variety show 'Black and White Chef.' In the finals themed 'Cooking Named After Oneself,' Chef Lee Gyun showcased this alcoholic beverage along with 'Leftover Tteokbokki Dessert.' It is brewed with domestic rice, chamoe (Korean melon), and fragrant minari (water dropwort). The set consists of 4 bottles (650ml each) priced at 26,800 KRW. The pre-order quantity is limited to 3,500 sets, which can be picked up on the 23rd.

GS25, 'Heukbaek Yorisai' Edward Lee Makgeolli Pre-Order Sale

GS25 introduces 'Lee Gyun Chamoe Minariju' and 'Imokase No.1 Instant Grilled Gim' through pre-orders. Provided by GS Retail

Imokase Instant Grilled Gim is a product based on the concept of 'Gim tastier than caviar,' which was featured in the restaurant mission. It is produced by Gwangcheon Gim, a seaweed manufacturer with 50 years of tradition, and is handcrafted by roasting gim with a 5:5 blend of sesame oil and perilla oil, following the recipe shown on Black and White Chef. Notably, Chef Kim Miryeong visited the Gwangcheon Gim factory to personally learn the grilling know-how to capture her unique touch. The set includes 3 full sheets of gim and is priced at 12,000 KRW. The pre-order quantity is 1,500 sets, and the product will be available from the 26th of this month.

Since mid-October, GS25 has sequentially released nine products in collaboration with chefs Jo Gwanghyo (Manjjitnam), Lim Taehun (Cheolgabang Chef), and Jang Hojun (Japanese Cuisine Master). As of November, when the Black and White Chef products were fully launched, over 500,000 units were sold within a month. Including the sales of four dessert items using the Black and White Chef IP, the total sales exceed one million units.

Among the Black and White Chef products released so far, based on November sales, 'Manjjitnam Mapo Tofu Rice Bowl,' 'Manjjitnam Seafood Nurungji Soup,' and 'Jang Hojun Beef Udon' ranked first to third respectively. In December, 'Jang Hojun Pollock Roe Potato Salad,' 'Manjjitnam Mapo Tofu Rice Bowl,' and 'Cheolgabang Dumplings' are leading the sales charts.

GS25 expects the popularity of Black and White Chef products to rise further with the release of Lee Gyun Chamoe Minariju and Imokase Instant Grilled Gim through pre-orders. These products are based on dishes that the two chefs received high praise for during the competition, generating strong interest among consumers.

Meanwhile, on the 18th, 'Imokase No.1 Perilla Oil Bibimbap' will be officially launched. Inspired by 'Omisanjeok,' one of the Imokase course dishes, it features side dishes such as soy sauce bulgogi, fresh gondre greens, stir-fried shredded potatoes, and radish salad, all combined into bibimbap, including two servings of perilla oil. The price is 5,400 KRW.

Lee Jeongpyo, Head of Marketing at GS Retail, stated, "The collaboration products with Black and White Chef have driven about a 36% increase in refrigerated convenience food sales compared to the same period last year in November," adding, "We will continue to develop differentiated content marketing so that customers can relive the joy and emotion experienced through Netflix content with various products at GS25 and GS The Fresh."