Revival of Kim Hyeja Lunchbox in February 2023
Ranked No. 1 in Sales Right After Launch... Chosen by 70% of Customers
GS Retail’s convenience store GS25 announced on the 25th that the ‘Hyejaroun Jipbap’ ready meal, launched in collaboration with actress Kim Hyeja, has surpassed a cumulative sales volume of 85 million units in just over two years since its re-release.
This means that over the past two years, an average of 1.3 units were sold every second, with more than 114,000 units sold daily. In terms of sales volume alone, it is as if every citizen of South Korea has tasted the ‘Hyejaroun Jipbap’ ready meal. The cumulative sales are expected to exceed 100 million units within this year.
GS25 has launched the 'Generous Home-cooked Chicken Mayo Lunchbox' available for 3,500 won. Photo by GS25.
GS25 revived Hyejaroun Jipbap on February 15, 2023. Amid high inflation and difficult times for everyone, overwhelming requests for the return of Kim Hyeja’s lunchbox led to the decision to re-release it.
The lunchbox, reintroduced after six years since its discontinuation in 2017, received explosive responses as the ‘definitely a Hyeja item’ and ranked first in sales among regular products immediately after launch. More than 70% of lunchbox customers chose Kim Hyeja’s lunchbox. Recently, riding on the popularity of the lunchbox, the Hyejaroun series has expanded to include products such as gimbap, rice balls, and hamburgers.
GS25 plans to continue its success with a special promotion themed ‘Hyejaroun Spring.’ First, it will expand the ‘Good Price’ series, all priced uniformly at 3,500 KRW. The lineup has been expanded to three items with the new release of the ‘Chicken Mayo Lunchbox,’ along with the ‘Bacon Kimchi Fried Rice Lunchbox’ and ‘Grilled Ham Lunchbox.’
There is also an ongoing event offering 50% payback and ‘1+1’ benefits when purchasing products using affiliated payment methods. This promotion runs throughout April, with the main event providing a 50% payback when purchasing ‘Hyejaroun Jipbap’ ready meals such as lunchboxes, gimbap, and rice balls via Toss Pay. The Good Price series is also included in the payback event, allowing purchases at half price, 1,750 KRW.
GS25 plans to donate a portion of the sales revenue from the Hyejaroun Jipbap ready meals to the international relief and development NGO ‘World Vision’ to support projects for children at risk of hunger.
Park Jongseo, MD in charge of lunchboxes at GS Retail’s FF team, said, “The re-release of Kim Hyeja’s lunchbox and other ‘Hyejaroun Jipbap’ ready meals, driven by customer demand, has sold over 85 million units in just over two years, making it a beloved food item enjoyed by all citizens. We will continue to expand the Good Price series, run bold discount promotions, and carry out social contribution activities to repay the great support from our customers.”
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