GS25 Launches 'Nationwide Kimbap Tour' Series, Commercializing Famous Kimbap Restaurants

First Product: "Roll and Roll Spicy Japchae Kimbap"
Collaboration with Renowned Kimbap Restaurants Nationwide... Curated by Jung Dahyun

GS25, a convenience store chain operated by GS Retail, announced on the 23rd that it will launch the "Nationwide Kimbap Tour" product line in collaboration with kimbap curator Jung Dahyun and renowned kimbap restaurants across the country.

The "Nationwide Kimbap Tour" is a project in which GS25 commercializes menu items recommended by Jung Dahyun, who has personally visited over 700 famous kimbap restaurants nationwide. The first product in the series, "Roll and Roll Spicy Japchae Kimbap," will be released starting on the 23rd.

Moon Jiwon GS25 MD (center), kimbap curator Jung Dahyun (left), and Roll and Roll Kimbap CEO Song Jihoon (right) are introducing the first product in the "Nationwide Kimbap Tour" series, "Roll and Roll Spicy Japchae Kimbap." (Photo by GS Retail)

Roll and Roll Kimbap is a popular kimbap restaurant located in Mapo-gu, Seoul, and was featured in Jung Dahyun's book "Nationwide Kimbap Tour Vol. 2." The newly launched "Roll and Roll Spicy Japchae Kimbap" is inspired by the restaurant's signature menu item, "Seogang Kimbap." It is filled with a generous portion of spicy and savory japchae, along with stir-fried fish cake, spinach and bacon salad, shredded carrots, pickled radish, and other ingredients to enhance the texture.

The "Nationwide Kimbap Tour" series is the result of a three-way collaboration: GS25 handles production and sales, Jung Dahyun proposes the featured restaurant menus, and the restaurant owners evaluate the taste and quality of the products to be released. It is particularly noteworthy for turning "small business restaurants" into intellectual property and commercializing them.

Song Jihoon, owner of the first partner restaurant "Roll and Roll Kimbap," said, "It's amazing to be collaborating with GS25 with the kimbap my sibling and I started as a small business," adding, "If you enjoy the taste, I hope you'll also visit our store and try freshly made kimbap prepared on the spot."

GS25 is supporting these restaurants by including the original restaurant name and a brief introduction on the product packaging, helping to draw attention to the featured establishments. Moon Jiwon, GS25 MD, stated, "GS25 kimbap has enjoyed tremendous popularity, recording an average annual sales growth rate of 30 to 40 percent over the past three years," and added, "As demand for delicious and cost-effective kimbap continues to rise in this era of 'lunchflation,' we hope the 'Nationwide Kimbap Tour' series will create a win-win situation for both customers and local restaurants."