A Small Luxury with Cupbap... GS25 Sees 50% Increase in Sales of 4,000-Won Cupbap
[Asia Economy Reporter Seungjin Lee] Premium products priced in the 4,000 won range are driving up the overall sales of instant cup rice meals at convenience stores.
On the 11th, GS25, a convenience store operated by GS Retail, analyzed sales data from May 1 to June 10 and found that overall sales in the instant cup rice meal category increased by 36.1% compared to the same period last year.
Among the 60 products in the instant cup rice meal category, sales of 36 items priced in the 3,000 won range grew by 16.1%, while sales of 24 premium items priced in the 4,000 won range surged by 51.5%, significantly boosting the total sales of instant cup rice meals.
During the same period, the sales composition ratio of premium instant cup rice meals also rose from 58.6% to 69.8%, an increase of 11.2 percentage points. GS25 interprets the significant increase in premium instant cup rice meal sales as a reflection of consumers’ purchasing psychology, who consider taste and ingredients even for a convenient meal.
In response, GS25 strengthened its premium instant cup rice meal lineup by launching Bulgogi Brothers Rice Bowl, following the spread of consumer trends favoring premium instant cup rice meals.
Bulgogi Brothers Rice Bowl is a premium instant cup rice meal developed in collaboration with the Korean cuisine specialty brand Bulgogi Brothers. It consists of 150g of instant rice and a beef bulgogi rice bowl sauce developed using Bulgogi Brothers’ special seasoning. By microwaving for 2 minutes or boiling in hot water for 10 minutes, customers can enjoy the authentic bulgogi dish taste just like at Bulgogi Brothers restaurants.
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Lee Gyu-hyuk, MD in charge of general food products at GS Retail, said, "The instant cup rice meal market, which grew explosively in 2017-2018, is entering its second leap this year due to factors such as COVID-19. GS25 will continue to introduce differentiated food products by expanding collaborations with local specialties and famous specialty stores."
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