10 Million Kim Hyeja Lunchboxes Sold at GS25

6 Million Units Sold in 6 Months... 50 Billion KRW Sales Impact
Purchase Price 27% Higher, Repurchase Rate at Highest Level
Securing Diverse Lunchbox Customer Base Aged 20-40

GS Retail's convenience store GS25 announced on the 23rd that the sales volume of the seven types of 'Hyejaroun Jipbap Dosirak (Kim Hyeja Dosirak),' launched on February 14, has exceeded 10 million units within six months of release. That means about 40 units were sold per minute. GS25 estimated that the direct sales effect from this amounts to approximately 50 billion KRW, which is expected to reach around 100 billion KRW annually.

The model is introducing the 'Kim Hyeja Dosirak' at GS25
[Photo by GS Retail].

As of July, the average monthly sales per store handling Kim Hyeja Dosirak is about 740,000 KRW. During this period, the overall sales of lunchbox product categories also increased by approximately 52% compared to the same period last year. As a result, it is regarded as a key product that boosts income for GS25 franchise stores and lunchbox manufacturing partner companies.

GS25 stated that Kim Hyeja Dosirak also generates various economic indirect effects by improving multiple indicators such as unit price per purchase, repurchase rate, visit frequency, and customer diversity.

According to an analysis of sales data excluding tobacco by the GS25 Customer Trend Analysis Team last month, the unit price per purchase for customers buying Kim Hyeja Dosirak was 27.2% higher than the average. This means that customers who purchase Kim Hyeja Dosirak spend more on other products compared to general products. The repurchase rate of Kim Hyeja Dosirak was 41.6%, ranking among the highest levels. Since the analyzed data was extracted from customers who purchased Kim Hyeja Dosirak at least twice during the period and accumulated the same membership points, GS25 estimates that the actual repurchase rate is much higher.

The gender ratio of Kim Hyeja Dosirak purchasers was 61.5% male and 38.5% female, with a slightly higher proportion of males. The age distribution was evenly spread with 28.9% in their 20s, 27.1% in their 30s, 26.5% in their 40s, and 15.8% aged 50 and above.

To celebrate surpassing 10 million sales of Kim Hyeja Dosirak, GS25 will hold the 'Hyejaroun Double Up' event from August 28 to September 3, offering double the topping ingredients to customers who pre-order Kim Hyeja Dosirak.

Kwon Younghwan, Head of the Ready-to-Eat Food Division at GS Retail (Executive Director), said, "'Hyejaropda' is a newly coined term created long ago, and by newly launching Kim Hyeja Dosirak this year and achieving success, we are generating various additional economic effects." He added, "We will continue to introduce differentiated hit food products nationwide that bring shared benefits to consumers, franchise owners, and partner companies."

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