GS25 Reunites with 'Blue Archive'... Sold-Out Bread and Sticker Seals Make a Comeback

Introducing 6 Types of Lunchboxes and 7 Types of Bakery Items
Special Stores to Operate at 6 Locations

GS25, a convenience store operated by GS Retail, announced on the 16th that it will hold its second collaboration with Nexon's popular game 'Blue Archive'. Photo by GS Retail

GS25, a convenience store operated by GS Retail, announced on the 16th that it will hold its second collaboration with Nexon's popular game 'Blue Archive'.

GS25 planned this second collaboration following the success of the 'Blue Archive Bread' first introduced last year. The six types of 'Blue Archive Bread' launched by GS25 in 2024 sold 3 million units within three months, sparking a frenzy to collect all 71 types of included sticker seals. Lunchboxes containing in-game item coupons also saw a strong response, with the initial batch of 1 million units selling out quickly, leading to an additional production of 700,000 units.

Accordingly, GS25 will continue its second collaboration with 'Blue Archive' until September 30, including the development of exclusive GS25 artwork, the release of character lunchboxes and bread, the operation of special stores, and a stamp event through the Our Neighborhood GS app. To commemorate this collaboration, GS25 will introduce eight types of exclusive character artwork (four LD and four SD), featuring popular characters such as Yuuka, Koyuki, Noa, and Rio.

A variety of collaboration products will also be released, including six types of lunchboxes, seven types of bakery items, two types of snacks, and twelve types of merchandise. The representative lunchbox, 'Yuuka's Special Meal', launched on this day, consists of mini pork cutlet, curry spaghetti, and soy sauce egg rice balls. Until August 15, customers who purchase this product or any of the five event 'Hejaroun Home Meal Lunchboxes' will receive an in-game item coupon.

Seven types of 'Blue Archive Bread', including Cookies and Cream Pound, Black Sesame Chocolate Rice Cake Cookie, and Mocha Custard Danish, will also be released. The bread will include 78 new sticker seals with different designs from last year. In addition, two types of snacks?Millennium Wafers and Strawberry Milk Flavor Jelly?will randomly include one of 28 types of photocards.

Special stores will be operated at six locations nationwide. From July 17 to July 31, at the Seoul New Annyeong Insadong branch, Gangnam Dongwon branch, The Gwanak branch, Complex Terminal No. 1 branch (Daejeon), Yeonsan Grand branch (Busan), and Sangmu Main branch (Gwangju), customers who purchase 'Blue Archive' products worth 10,000 won or more will receive a fan as a gift. Limited edition merchandise such as LD acrylic magnet keyrings and SD acrylic dioramas will also be available for purchase.

From today until September 17, customers who purchase 'Blue Archive' products using GS Pay through the Our Neighborhood GS app will receive a stamp that can be used to enter a prize event. GS25 plans to award SD cold cups, SD sticker collector books, and Rio & Koyuki L-holders to selected winners.

Kim Hyojin, partnership marketing manager at GS Retail, said, "Thanks to the tremendous support from customers for last year's first collaboration between GS25 and 'Blue Archive', we are able to proceed with this second collaboration in 2025," adding, "We will continue to offer differentiated customer experiences with a variety of content-combined products that can broaden our connection with the fandom."