GS25 Partners with HiteJinro to Launch 4 JINRO IS BACK Collaboration Products
[Asia Economy Reporter Seungjin Lee] GS Retail's convenience store GS25 announced on the 12th of this month that it is partnering with Hite Jinro to launch four Jinro Is Back collaboration products: ▲Jinro Anju Platter ▲Dukkeobi Potato Chips ▲Dukkeopmyeon Tteokbokki ▲Dukkeobi Hovenia Gum.
The Jinro Anju Platter and Dukkeobi Potato Chips are the core products of this collaboration. These are representative items frequently purchased together with alcoholic beverages, so the synergy effect of this collaboration is expected to be the greatest.
The Jinro Anju Platter is a comprehensive snack set consisting of six types, including beef jerky and grilled squid, perfect for enjoying as soju anju (side dishes). Dukkeobi Potato Chips reflect the soft and clean taste of Jinro Is Back, delivering a cleaner and more savory flavor compared to regular potato chips on the market. The prices are 7,900 KRW and 1,500 KRW, respectively.
They also prepared collaboration products planned with fresh ideas. Inspired by the abbreviation of Dukkeobi, 'Dukkeop,' they developed 'Dukkeopmyeon Tteokbokki,' which uses thick and wide noodles as the main ingredient, and 'Dukkeobi Hovenia Gum,' which humorously highlights the inseparable relationship between drinking and hangover relief. The prices are 3,200 KRW and 3,500 KRW, respectively.
GS25 intuitively expressed the identity of the Jinro Is Back collaboration products by featuring Jinro Is Back's unique color and its character Dukkeobi on the front design of all four products. Starting with the Jinro Anju Platter, GS25 plans to sequentially release all four Jinro Is Back collaboration products nationwide at GS25 stores by the first week of next month.
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Hwang Bo-min, MD of processed foods at GS25, said, “GS25, Korea’s representative convenience store, has formed a strategic collaboration with leading liquor company Hite Jinro to launch differentiated products expanding Jinro Is Back. We plan to continue boundaryless collaborations to lead the new normal consumption trends caused by COVID-19.”
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