The "Kim Hyeja Dosirak," which has become a go-to meal for its value for money amid high inflation, is drawing attention. GS25, the convenience store chain operated by GS Retail, announced that the newly launched "Hyejaroun Alchan Jeongsik (Egg Rice Ball·Pasta)" on May 13 has gained significant popularity, pushing the cumulative sales of the entire Kim Hyeja Dosirak series past 44 million units.
Since its re-release in February 2023, the Kim Hyeja Dosirak has led the "value-for-money dosirak" trend with its generous portions and reasonable prices. Amid rising lunch prices and the phenomenon of "lunchflation," it has received a strong response from office workers and students seeking practical meal options.
Pre-orders for dosirak through GS25’s official app "Woori Dongnae GS" are rapidly increasing. Pre-order volumes rose by 22% year-on-year last year, and by 39% in the first quarter of this year, reflecting the trend toward convenient, contactless meal purchases. This service allows customers to order their desired dosirak in advance and pick it up at a nearby store, making it ideal for those looking to make efficient use of their lunch breaks in busy daily life.
The most popular product in May was the "Hyejaroun Alchan Jeongsik Part 1 (Egg Rice Ball·Hamburg Pasta)." With side dishes resembling a full set meal and a price in the 4,000 won range, it quickly gained traction in sales through word of mouth after its release.
Riding on this popularity, GS25 is preparing to launch the second installment of the "Alchan Jeongsik" series next month. A renewed version of the popular dosirak "Wanjeon Keudak" will also be introduced soon. Park Jongseo, MD of GS25’s FF Team, stated, "The popularity of the Hyejaroun Dosirak series reflects customers’ desire to spend rationally," adding, "We will continue to focus on improving quality and diversifying products so that we can provide hearty meals without burdening customers with high prices."
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