True to the name 'King God Hyeja'... Sold one every second

'Hyeja Brand' Resells 28 Million Units in 1 Year
Lunchbox Sales Growth Rate 51%↑…Sales Amount 110 Billion Won

GS25 announced on the 19th that it has sold a cumulative total of 28 million products within one year since the re-launch of the ‘Hyeja Brand’ last year. On average, about 77,000 products were sold daily, which amounts to 53.3 products sold per minute.

GS25 re-launched the Hyeja Brand last February by expanding the category to include kimbap, rice balls, and bread through the ‘Hyejaroun Jib-bap Jeyukbokkeum Dosirak’ (Generous Home-cooked Spicy Pork Lunchbox). The Hyeja Brand, first introduced in 2010 through lunchboxes, gained immense popularity to the extent that the neologism ‘Hyejaropda’ (meaning generous or abundant) was coined. Over its approximately seven years of operation, it led the golden era of convenience store lunchboxes in South Korea, achieving cumulative sales of up to 1 trillion KRW.

The direct sales contributed by the Hyeja Brand to GS25 amounted to about 110 billion KRW, with lunchbox sales increasing by approximately 51% compared to the previous year.

The Hyeja Brand also significantly contributed to store sales growth. Customers purchasing Hyeja Brand lunchboxes, kimbap, and rice ball products had an average purchase price about 26.3% higher than the average purchase price, and the repurchase rate was at a top level of 38.6%.

Going forward, GS25 plans to expand products that teenagers, in addition to the main consumer group of customers in their 20s to 40s, can easily purchase and sample. To encourage a consumption pattern where teenagers continue to naturally purchase convenience store lunchboxes as everyday meals rather than special meals even after graduating and becoming adults, GS25 plans to develop more casual menus and conduct promotions in 2024. Yang Hosung, Team Leader of the GS Retail FF Team, said, “We will continue to launch differentiated products so that customers will not be disappointed and will grow the brand into a trusted one that they can rely on and enjoy for a lifetime.”

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