GS25 Partners with Heineken and Super Malcha to Target MZ Generation

GS25 and Heineken's pop-up store.

[Asia Economy Reporter Jeon Jinyoung] GS25, operated by GS Retail, will launch pop-up stores collaborating with Heineken and the Super Malcha brand on the 15th to target the tastes of the MZ generation (Millennials + Generation Z).

GS25 is partnering with Heineken to open pop-up stores at two locations: GS25 Hapjeong Premium Branch and GS25 Ingu Beach Branch. Heineken has released Heineken Silver targeting the MZ generation and will operate the pop-up stores at popular MZ generation spots until the 31st of this month. Heineken Silver has an alcohol content 1% lower than Heineken Original at 4%, and a bitterness index (IBU) of 10, which is about half the bitterness of the Original’s IBU of 19, making it smoother.

At the GS25 and Heineken pop-up stores, held only at these two locations nationwide, there will be tasting events where customers can try Heineken Silver, as well as pop-up store photo certification events. At GS25 Hapjeong Premium Branch, tasting events will be held every Friday and Saturday from 2 PM to 10 PM during the pop-up store period, along with a Heineken Silver photo booth. At GS25 Ingu Beach Branch, tasting events will be held every Saturday from 2 PM to 10 PM and Sunday from 1 PM to 6 PM. Participation in these events is limited to those aged 19 and older at each store.

Additionally, customers who take photos at the Heineken Silver pop-up store in GS25 and upload them on social media with the required hashtags will have a chance to win prizes including a Heineken Silver travel suitcase (10 winners) and GS25 convenience store gift certificates (200 winners). Winners will be announced on September 7.

GS25 is also joining the Super Malcha brand’s relay pop-up stores. Under the concept of “Bringing all things Malcha closer,” the stores will be decorated in a deep green color reminiscent of green tea. The relay pop-up stores will visit three locations: The Hyundai Seoul in Yeouido, Hyundai Department Store Trade Center, and Hyundai Department Store Pangyo.

At the Super Malcha25 pop-up stores, a total of 25 diverse products developed jointly by Super Malcha and GS25, including exclusive collaboration goods sold only at these pop-up stores, will be showcased. Discount promotions will also be offered on products available only at the pop-up stores. Super Malcha ice cream pints and choco cones will be sold at discounts of up to 33%.

GS25’s collaboration with well-known brands through pop-up stores to strengthen space marketing reflects its strong offline presence. This strategy takes into account the trend of active communication among various customers, including the MZ generation, on social networking services (SNS).

Oh Jinseok, Vice President and Head of GS Retail Platform BU, said, “The differentiated strategic products exclusive to GS25 and the pop-up stores with brands quickly reflect the latest trends represented by the open-run phenomenon for preference consumption among the MZ generation and hip places or trendy brands and products. We plan to actively expand GS25’s advanced space marketing strategy that connects space and brand experience to lead the industry going forward.”

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