GS25 Launches Collaboration Product with Super Malcha... Targeting MZ Generation

Super Malcha Choco Cone and Super Malcha Latte introduced by GS25.

[Asia Economy Reporter Lim Chunhan] GS25 announced on the 7th that it will launch two collaborative products, Super Malcha Choco Cone and Super Malcha Latte, in partnership with Super Malcha on the 15th of this month.

On the same day, GS Retail signed a business agreement with Hit the Tea, the operator of the Super Malcha brand. Super Malcha is a premium matcha specialty brand using domestic organic Boseong matcha, which is very popular among the MZ generation (Millennials + Generation Z). The two companies will promote ▲development of hip products using their unique brands ▲active promotional activities and campaigns for products and brands ▲development of new categories.

Super Malcha Choco Cone is an ice cream made with 80% organic Boseong green tea and 20% chocolate, offering a harmonious blend of Super Malcha and chocolate that emphasizes smoothness over the bitterness of green tea. Super Malcha Latte uses Super Malcha and 55% raw milk, featuring a less sweet taste compared to existing green tea lattes and a rich flavor of organic Boseong matcha. Instead of sugar, natural alternative sweeteners are used, making it a lower-calorie product than conventional lattes.

Starting from the 15th of next month, Super Malcha plans to operate a relay pop-up store beginning at The Hyundai Seoul for one month.

A GS25 official said, “GS Retail is becoming a go-to place for customers through collaboration with an emotional brand loved by the MZ generation,” adding, “We expect this collaboration to make the value of superfoods more accessible and offer a unique experience.”

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