Mobile Game That Created the 'Convenience Store Open Run'... GS25's 'This Bread' Sold 2 Million Units

Blue Archive Collaboration Roll Cake and Lunchbox Also Sold Out
Prize Stamp Event Completely Redeemed in One Day
Long Lines at Popup Store Too

GS Retail's convenience store GS25 announced on the 21st that the 'Blue Archive' bread has surpassed 2 million units sold. This product was launched in collaboration with Nexon's popular mobile game 'Blue Archive.'

According to GS25, the six types of Blue Archive bread released on May 3rd gained popularity thanks to the included character stickers. Blue Archive fans visited GS25 stores to collect a total of 71 different character stickers, including those with the bread.

Customers are waiting to enter the Blue Archive pop-up store event held on May 3. [Photo by GS Retail]

The Blue Archive bread surpassed 1 million units sold within 20 days of its launch and exceeded 2 million units on the 19th, achieving this milestone in just 47 days. Even now, customers searching for Blue Archive bread stock use the search function of GS25's own app, 'Our Neighborhood GS,' with the keyword 'Blue Archive' ranking high among popular search terms.

The pre-orders for the roll cake (Mika & Nagisa's Roll Cake), which is a real product modeled after the cake appearing in the game, sold out 5,000 units in the first round and 3,000 units in the second round. The lunch boxes containing item coupons usable in the game quickly sold out the initial 1 million units, and an additional 700,000 units were produced upon customer request.

The marketing events also attracted customer interest. The stamp event, which gave away 9,500 Blue Archive prizes such as ▲tapestries ▲collector books ▲clear files to customers who purchased collaboration products using GS Pay in May, ended within a day of its start. The following stamp event in June also sold out all 14,900 prizes within a day. The Blue Archive pop-up store held at six directly managed stores nationwide created long waiting lines even a day before opening, as news spread that limited edition goods would be sold.

GS25 believes that collaboration with popular games has helped form a friendly brand image among the younger generation and increased customer touchpoints. They plan to continue building collaboration models with various games and content to create synergy.

Hwang Hyun-ah, Manager of the Partnership Promotion Team at GS Retail, said, "We are pleased to have provided new value and enjoyment to customers through collaboration with Nexon's popular game Blue Archive, achieving results such as enhancing brand image, attracting customers, and increasing sales for both companies. We will continue to introduce new and fun collaborative products and services, as well as O4O (Online for Offline) integrated marketing activities that cover both online and offline, so that the formula of collaboration through differentiated customer experiences in distribution and gaming leads to success."

Blue Archive bread is displayed at the GS25 Suwon Haengridan-gil store, which hosted the Blue Archive popup store.
[Photo by GS Retail]

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