Kim Hyeja and Baek Jongwon Lunchboxes and Gimbap... 'Hudadak' Convenient Meal Sanctuary Convenience Store

Four Major Convenience Store Chains Achieve Double-Digit Growth in Ready-to-Eat Meal Sales This Year
High Inflation Continues, Gimbap Sales Growth Rate Highest This Year
Baek Jong-won vs Kim Hye-ja vs Lee Jang-woo Lunchbox Competition Intensifies

Editor's NoteThe rise in dining-out prices has exceeded the average overall consumer price inflation for 35 consecutive months, leading to increased demand for home-cooked meals. With the growth of single-person households and the normalization of dual-income families, the demand for home meals is shifting toward 'simple one-meal solutions.' Following the COVID-19 pandemic, the camping population has exploded, and the demand for meal kits that can be easily prepared at home has surged, with the ready-meal market size expected to exceed 5 trillion KRW last year. Especially in the first quarter of this year, the food price inflation rate outpaced the growth rate of disposable income, making cost-effective home meal replacements (HMRs) with high price satisfaction increasingly popular. Accordingly, Asia Economy explored the most preferred ready meals among consumers at domestic convenience stores, large supermarkets, and e-commerce platforms. We also introduce unique ready meals that can replace expensive dining-out menus and recipes that allow easy home cooking using commercial sauces.

Actor Kim Hye-ja (left), Baek Jong-won, CEO of The Born Korea (right). [Source=GS Retail, Asia Economy DB]

Convenience stores nationwide are emerging as the 'sanctuary of ready meals.' As high inflation continues, more consumers are turning to convenience stores for 'cost-effective meals,' resulting in double-digit growth in ready meal sales compared to the previous year. Convenience store ready meals, traditionally led by gimbap and triangular gimbap, have expanded their menu options to include eel rice bowls, Bitcoin lunch boxes, and side dishes, offering consumers a wider variety of choices.

All Four Major Convenience Store Chains See Double-Digit Growth in Ready Meal Sales This Year

According to the distribution industry on the 31st, the four major convenience store chains (CU, GS25, 7-Eleven, Emart24) have all experienced double-digit growth in ready meal sales. CU reported a 32.8% increase in ready meal sales from January to April this year compared to the same period last year. Notably, lunch boxes rose by 20.6%, triangular gimbap by 18.3%, and gimbap by 22.5%. Gimbap recorded the highest growth rate amid high inflation. Additionally, cooked noodles grew by 15.2%, surpassing traditional strongholds like sandwiches (12.7%) and hamburgers (13.6%), emerging as a newly favored category.

GS25 saw a 30.1% increase in ready meal sales from January 1 to April 27 this year compared to the same period last year. Particularly noteworthy at GS25 is the sales growth of gimbap and rice balls, which increased by 42.5% and 26.4%, respectively. GS25 has built a loyal lunch box fan base with its so-called 'Kim Hyeja series.' While lunch box sales rose by 25.4%, the sales of more convenient and quick-to-eat gimbap and rice balls are growing even faster.

7-Eleven also reported a 15% increase in ready meal sales from January 1 to April 27 compared to the same period last year. 7-Eleven has been releasing distinctive lunch boxes in collaboration with celebrities such as actor Lee Jang-woo and chef Jung Ho-young. As a result, lunch box sales increased by 20%, surpassing gimbap (15%) and sandwiches/hamburgers (10%), showing the highest sales growth alongside triangular gimbap (20%).

Emart24's ready meal sales increased by 20% from January to April this year. Emart24 has particularly strengthened its gimbap product lineup this year. From January to April, gimbap sales rose by 31% compared to the previous year, marking the highest growth rate among ready meal categories. The biggest advantage is that meals can be completed at prices ranging from 2,000 to 3,000 KRW in this high-inflation era.

The Undisputed King of Convenience Store Ready Meals is 'Lunch Boxes'... Fierce Competition Among Baek Jong-won, Kim Hyeja, and Lee Jang-woo

Although the sales growth rates by ready meal category vary slightly among convenience stores, the undisputed leader in convenience store ready meals remains lunch boxes.

CU's top-selling ready meal products are dominated by the 'Baek Jong-won series.' Among the top five products, first, second, and fourth places are held by 'Baek Jong-won Spicy Pork Lunch Box,' 'Baek Jong-won Rice Set Lunch Box,' and 'Baek Jong-won Spicy Bulgogi Lunch Box,' respectively. Launched in 2015, the 'Baek Jong-won series' has attracted attention to the extent of coining the term 'convenience store lunch box tribe.' In 2016, the 'Baek Jong-won Rice Set Lunch Box' ranked 10th in overall sales, and currently, cumulative sales have reached 400 million units.

While CU has Baek Jong-won, GS25 has actor Kim Hyeja. 'Hyejaroun Jip Tongtong Soya Bulgogi' recorded the highest lunch box sales at GS25. Kim Hyeja's influence at GS25 is absolute. Among the top five lunch box products, four are Kim Hyeja lunch boxes. Their sales volume is 2.9 times higher than other lunch boxes. The Kim Hyeja lunch box was launched in 2010, gaining popularity by coining the term 'Hyejaropda' (meaning cost-effective), but sales were suspended in the first half of 2017. Due to customer demand, it was revived in February this year, and since its comeback, cumulative sales have reached 30 million units.

7-Eleven's top-selling ready meal is the '11 Side Dish Lunch Box.' The '○○ Side Dish Lunch Box' series includes the '7 Side Dish Lunch Box,' which ranked fifth, placing two products in the rankings. A notable product among 7-Eleven's ready meals is the 'Matjangwoo Gochujang Bulgogi Lunch Box,' which ranked third, showing potential as 7-Eleven's 'flagship brand' alongside Baek Jong-won and Kim Hyeja. The 'Matjangwoo' series, planned with actor Lee Jang-woo, launched five products in March this year (three lunch boxes, one gimbap, and one triangular gimbap). Within a week of release, about 350,000 units topped sales in each category. During a Naver Shopping Live event with Lee Jang-woo, 16,000 units were sold in one hour, gaining significant attention.

Emart24 has strengthened its gimbap lineup this year, with 'Savory Tuna Mayo Gimbap,' 'New Tuna Mayo Triangular Gimbap,' and 'New Tuna Kimchi Gimbap' ranking first through third among the top five products. Emart24 has introduced differentiated gimbap products such as 'Fried Fish Cake Tteokbokki Flavor Gimbap,' 'Bite-sized Mini Gimbap,' 'Soy Sauce Seasoned Spicy Gimbap,' 'Baseball Stadium California Roll,' and 'Spicy Squid Bulgogi Gimbap.' Additionally, with the launch of the 2,200 KRW 'Energy Boost Gimbap,' it is also challenging the cost-effectiveness segment.

20cm Pork Cutlet, Whole Eel Rice Bowl, Bitcoin... Evolving Convenience Store Ready Meals

Reporter Kang Jin-hyung aymsdream@

As ready meals gain immense popularity, convenience stores are expanding their offerings with unique products. CU, noticing that the share of Korean-style lunch boxes fell below 70% for the first time this year to 69.8%, has introduced Western, Chinese, Japanese, and fusion lunch boxes. A representative example is the 'Johnsonville series,' a fusion of Korean and Western styles with six varieties.

GS25 launched the 'Kim Hyeja King Pork Cutlet,' measuring over 20 cm. The pork cutlet is about the size of an adult's face and provides a satisfying fullness even for adult men. The biggest advantage is stabilizing soaring dining-out prices while leveraging the traditional 'Kim Hyeja image.'

7-Eleven introduced two products in response to the early heatwave: 'Kaden Seasoned Grilled Eel Rice Bowl' and 'Kaden Cold Udon,' developed with Japanese chef Jung Ho-young. The seasoned grilled eel rice bowl features a whole freshwater eel glazed with teriyaki sauce placed on top. The use of a long lunch box-shaped container adds to the eating experience.

Emart24, which gained attention with its 'Bitcoin Lunch Box,' has recently focused on side dishes. Emart24 launched the side dish brand 'Yojum Dwaese' last year and introduced refrigerated side dish products. Since its launch in June last year, refrigerated side dish sales increased by 15% from the previous period through April this year. A convenience store official said, "Due to high inflation, more customers are choosing convenience store ready meals instead of dining out," adding, "As the ready meal market grows, competition among convenience stores to dominate this market will intensify."

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