GS25 Launches "80th Liberation Anniversary Lunchbox"
Special Keycap Gifts Included, Donations to Descendants of Independence Patriots
GS25, a convenience store operated by GS Retail, announced on August 6 that it will launch the "80th Liberation Anniversary Lunchbox" in celebration of Liberation Day.
Since 2018, GS25 has continued its campaign activities to promote historical awareness and patriotism, starting with the "Introducing 100 Independence Activists" initiative. Previously, the company conducted three campaigns: the "Here is Joseon in the Year of Gimi, Where is That Place?" for the March 1st Movement, "Let the Mugunghwa Bloom" for the anniversary of the establishment of the Provisional Government, and "Draw the Taegeukgi for the Teacher in Secret" themed on the 6·10 Manse Movement.
An image showcasing the lunchbox released by GS25, a convenience store operated by GS Retail, to commemorate the 80th anniversary of Liberation Day. Provided by GS Retail
This year, GS25 has partnered with the Ministry of Patriots and Veterans Affairs to run a campaign commemorating the 80th anniversary of Liberation since February. KB Kookmin Card has also newly joined this campaign.
The 80th Liberation Anniversary Lunchbox is comprised of a seven-dish meal. GS25 applied two package designs in blue and red, inspired by the Taegeuk pattern, and featured the phrase "We seek a world of freedom," left by Yun Bonggil, prominently on the package. The phrase was rendered in "Independence Typeface," a font developed by GS Caltex based on the handwriting of independence activists. The font uses the handwriting of Kim Gu ("of freedom"), Han Yongun ("the world is"), Yun Dongju ("we"), and Yun Bonggil ("seek").
Unique giveaway items have also been prepared. GS25 specially produced a total of 200,000 keyboard keycaps in four designs: "Daehan," "Doknip," "Manse," and "Taegeukgi." One of these keycaps will be included with each 80th Liberation Anniversary Lunchbox as a gift for customers.
A portion of the lunchbox's proceeds will be donated to descendants of independence patriots. GS25 stated that it plans to deliver the donations to the Liberation Association and ensure that the funds are used to help descendants of independence patriots who have recently suffered damage from floods and wildfires.
Lee Jeongpyo, Head of Marketing at GS Retail, said, "It is meaningful to lead the 80th Liberation Anniversary campaign in partnership with the Ministry of Patriots and Veterans Affairs from the March 1st Movement to the upcoming Liberation Day this year," and added, "As a brand born and grown in Korea, GS25 will continue to focus on campaigns and marketing activities that foster historical consciousness and patriotism."
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