GS25, 80.5% of 'Collaboration Lunchbox' Buyers Are MZ Generation... More Differentiation Planned for Next Year

The model is posing while holding a lunchbox product collaborated on by GS25, Geumdwaeji Sikdang, and Lee Chan-won.

Bapgupnam, Lee Chan-won, Geum Dwaeji Sikdang, Daehan Gopchang and Other Celebrities and Famous Restaurants Collaborate
"Next Year's Collaborations to Strengthen Differentiation of Lunchbox Menus with Cost-effectiveness, Premium Quality, and Health Focus"

[Asia Economy Reporter Kim Yuri] GS25 will launch more differentiated lunchboxes next year, riding on the popularity of 'collaboration lunchboxes' mainly among the MZ generation (Millennials + Generation Z) this year.

GS25 announced on the 29th that its Food Development Team analyzed lunchbox sales data this year and found that collaboration lunchboxes introduced in partnership with celebrities and famous restaurants gained great popularity among the MZ generation. The sales composition ratio by age group was 24.6% for teenagers, 31.8% for people in their 20s, and 24.1% for people in their 30s, accounting for 80.5% from teens to thirties.

This year, as collaboration food products gained popularity mainly among the MZ generation, GS25 collaborated with Bapgupnam, Lee Chan-won, Geum Dwaeji Sikdang, Daehan Gopchang, and others to introduce various lunchboxes. The company stated, "These products captured customers' hearts with emotional designs and excellent quality," adding, "They gained fame and received great responses through events such as giveaways of goods, waiting-free meal passes, discount promotions, customer participation events, and promotional activities across online and offline channels.

GS25 plans to continue launching various collaboration lunchbox products next year, supported by the MZ generation trend that values unique experiences and preferences. They plan to release one lunchbox product per month in collaboration with popular influencers on social media and restaurant meal replacements (RMR) that have grown significantly due to the impact of COVID-19. Menu differentiation will also be pursued with 'cost-effective lunchboxes' for customers seeking convenient meals, 'premium lunchboxes' using high-quality ingredients, and 'healthy lunchboxes' for those who prefer nutritious food.

Meanwhile, GS25 reduced the sodium content of popular lunchbox products 'Banban Hangogi Bapsang' and 'NEW Jeongseong Gadeuk Dosirak' by 20-25% this month. This is to provide consumers with a balanced diet in line with the increasing customer interest in health. GS25 plans to expand healthy lunchbox products next year by reducing sodium, calories, and sugar, expanding grilled cooking methods, and increasing vegetable ingredients.

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