GS25 Launches Lunchbox and Hamburger Co-Developed with YouTuber 'Bapgubnam'

A GS25 employee is holding the 'Bapgubnam Usamgyeop Deopbap' which will be released on the 15th of this month.

[Asia Economy Reporter Seungjin Lee] GS25 is launching 'content-distribution integrated' products in collaboration with CJ ENM.

Starting from the 15th, GS25 will release two types of lunchboxes and hamburgers jointly developed with food creator ‘Bapgubnam’. This commercialization case is the first result of the strategic collaboration between GS Retail and CJ ENM’s one-person creator support project 'DIA TV'.

Bapgubnam is a popular YouTuber with 1.31 million subscribers, operating the ‘SanjeokTV Bapgubnam’ channel. GS25 is introducing the ‘SanjeokTV Bapgubnam’ lunchbox and hamburger, featuring beef as the main ingredient, tailored to match the cooking and eating broadcast themes and image of Bapgubnam’s channel, which is highly popular for cookbang and mukbang (short for cooking broadcast and eating broadcast).

GS25 expects that this product launch will provide subscribers, who have only experienced vicarious satisfaction through broadcasts, with the opportunity to directly experience Bapgubnam’s mukbang.

Going forward, GS25 plans to build collaborative models that cross various channels and genres such as CJ ENM’s DIA TV and Studio Dragon, and to create synergy through joint digital marketing.

The newly released ‘Bapgubnam Usamgyeop Deopbap’ is a product topped with grilled beef brisket on rice. It is accompanied by side dishes including wasabi crab mayo, san chili, and pickled radish (rakgyo), which pair well with the beef brisket. The price is 4,500 KRW. The ‘Bapgubnam Big So Bulgogi Burger’ features a beef steak weighing 95g, based on beef and pork. The price is 3,800 KRW.

To commemorate the collaboration with GS25, Bapgubnam plans to hold a live broadcast on his channel at 7 p.m. on the 15th, along with various events. Additionally, GS Retail will run a promotion through the stamp event on its integrated membership application ‘The Pop’, offering giveaways such as a Korean beef set and Bapgubnam’s signature items including cooking tweezers and large soju glasses as prizes.

Gu Chung-hoon, head of the Fresh Food Team at GS Retail, said, “GS25 will continue to do its best to develop various content-integrated products and innovate customer experiences to lead the rapidly changing distribution environment as a lifestyle platform.”

This content was produced with the assistance of AI translation services.