The Food from "More Beautiful Than Heaven"... GS25 Launches "Hyejaroun" Red Bean Kalguksu

Foods from the Drama "More Beautiful Than Heaven"
Launched as GS25's "Hyejaroun" Series
Red Bean Kalguksu, Gimbap, Sujebi, and More to Be Released Sequentially

GS25, the convenience store chain operated by GS Retail, announced on April 25 that it will launch foods featured in the drama "More Beautiful Than Heaven" as part of its "Hyejaroun" series.

This collaboration marks the first achievement of the content marketing partnership established in January between GS Retail and the global content production company SLL. The two companies agreed to combine GS Retail's product manufacturing and distribution capabilities with SLL's content IP to develop collaborative products and conduct joint marketing initiatives.

GS25 is launching red bean kalguksu featured in the drama "More Beautiful Than Heaven" as a product. (Photo by GS Retail)

For the first project, GS25 collaborated with the drama "More Beautiful Than Heaven," starring Kim Hyeja. Starting with the red bean kalguksu featured in the first episode, GS25 will sequentially launch other major foods from the drama as part of the "Hyejaroun" series. The first product, red bean kalguksu, is a dish made by Kim Hyeja's character for her husband in the drama and offers a sweet and rich red bean base with chewy kalguksu noodles. It will be released on April 25 at a price of 5,900 KRW.

Next month, additional menu items featured in the drama, such as gimbap, sujebi, cup ramen, and dosirak, are scheduled to be launched. The packaging for these products will feature the "More Beautiful Than Heaven" IP along with an image of Kim Hyeja smiling brightly.

In addition to this collaboration, GS25 has continued to release various products and conduct marketing activities in connection with popular content such as "Squid Game" and "Black-and-White Chef: Cooking Class War" as an official partner of Netflix. The aim is to combine content and products to provide customers with a more approachable and differentiated experience.

The performance of content commerce products has been outstanding. Collaborative products with "Squid Game" have sold 5.5 million units and achieved 12 billion KRW in sales. The "Black-and-White Chef: Cooking Class War" series has also surpassed 2 million units sold and 10 billion KRW in sales.

Lee Jeongpyo, Head of Marketing at GS Retail, stated, "Today's consumers are blurring the lines between content and shopping by extending their content experiences into products and then recreating those products as SNS content. Based on our accumulated experience in content commerce, GS25 will continue to offer a new level of fun and experience to customers through diverse product launches and marketing activities."