GS25 Launches 'Eat Breakfast Campaign'... "Kim Hyeja Lunchbox Discount"

Time Sale Event to Promote Rice Consumption

GS Retail's convenience store GS25 announced on the 25th that it will collaborate with the Ministry of Agriculture, Food and Rural Affairs to carry out the 'Eat Breakfast Campaign.' For about three weeks until the 15th of next month, a fresh food time sale will be held to promote rice consumption.

A model is posing with a product from the breakfast campaign at GS25.
[Photo by GS Retail]

During the campaign period, GS25 will offer a 500 KRW discount to customers who purchase eight best-selling fresh food items, including Hyejaroun Jipbap Dubu Kimchi Jeyuk lunchbox, two types of lunchboxes, three types of kimbap including Gyeran Jeonju Bibim Kimbap, and three types of rice balls including Pul Chamchi Mayo Jumeokbap, between 6 a.m. and 9 a.m.

The campaign will be conducted simultaneously at over 17,000 GS25 stores nationwide, and discounted products can be purchased up to two per person per day.

This campaign is part of a business agreement signed by GS Retail, the Ministry of Agriculture, Food and Rural Affairs, and NongHyup Economic Holdings on August 18, 'Rice Day,' aimed at supporting the formation of a habit of eating breakfast among the entire population, promoting coexistence with farmers through the use of domestic rice, and discovering policies to boost rice consumption.

Jeon Han-young, Director of Food Policy at the Ministry of Agriculture, Food and Rural Affairs, said, “As dietary trends gradually change, we plan to expand cooperation with the distribution industry, which has many touchpoints with consumers.” The costs of the campaign will be jointly borne by GS Retail and the Ministry, and both parties will continue to cooperate in discovering policies to promote rice consumption.

As GS25’s over 17,000 stores nationwide have established themselves as a daily consumption platform for one- to two-person households and are leading the food culture in the industry, the company plans to actively engage in activities and product development to promote the sales of healthy Korean rice processed foods.

Kwon Young-hwan, Executive Director of the Ready-to-Eat Food Division at GS Retail, said, “Through this collaboration with the Ministry of Agriculture, Food and Rural Affairs, we hope to spread the habit of eating breakfast nationwide and contribute to increasing the income of our farmers.” He added, “GS25 will continue to faithfully fulfill its role as a socially responsible platform and actively strengthen ESG management.”

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