"Gimbap Enters the Prosumer Era"... GS25 Launches Ddaengcho Bulgogi Gimbap and Tuna Salad

Establishing and Developing Kimbap Strategy After In-Depth Customer Interviews

A model is introducing Wangttaengcho Bulgogi Gimbap and Bap Burrito Tuna Salad at the convenience store GS25. (Photo by GS Retail)

[Asia Economy Reporter Lim Chunhan] GS25 announced on the 19th that it will launch kimbap reflecting customers' preferences by conducting in-depth interviews to understand individual tastes and actively incorporating customer feedback.

The GS25 kimbap product planner (MD) conducted in-depth interviews in July this year with customers purchasing kimbap at directly operated stores, focusing on preferred ingredients, price range, and weight. Based on this, GS25 analyzed customer preferences and products and began sequentially introducing kimbap reflecting these product strategies starting this month.

GS25's kimbap strategy includes ▲enhanced toppings ▲diversification of eating methods (placing toppings, dipping, tearing and eating) ▲design differentiation ▲regular level-ups actively incorporating customer feedback. The first kimbap products introduced are Wangttaengcho Bulgogi Kimbap and Bap Burrito Tuna Salad. These products were initially developed by rice-based product specialists reflecting customer feedback on kimbap and triangle kimbap, and further refined through additional pre-evaluation sessions with customers who actively suggested ideas during the in-depth interviews.

A GS Retail official said, “To elevate the level of kimbap, a soul food of Koreans, we engaged with many customers visiting convenience stores and released products actively reflecting their opinions. We will make various efforts to create kimbap that combines taste, design, eating enjoyment, and nutritional content to provide customers with a perfect meal.”

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