"Consumer Re-Recall Request Response"... GS25 Relaunches 'Basak Gimbap' After 4 Years

Topping Increased by 15%,
Affordable Price Around 1,000 Won

Convenience store GS25 announced on the 20th that it has re-released the ‘Bbasak Gimbap’ series after 4 years, responding to the re-demand from convenience store ‘breakfast eaters.’

Launched in 2009, ‘Bbasak Gimbap’ is characterized by its thin and elongated shape, designed to be eaten by hand without cutting. After being discontinued in 2021, it became the most requested product for re-release in the gimbap category by customers. This product was favored as a ‘breakfast substitute’ because it is easy to carry and eat on the way to school or work, affordable, and tastes good even when eaten cold.

A customer is posing with the Crispy Gimbap series at GS25. Provided by GS25.

GS25 re-released ‘Bbasak Gimbap’ considering the ongoing trend of solving breakfast at convenience stores amid high inflation. According to GS25, sales of meal replacement convenience foods such as gimbap, lunch boxes, sandwiches, and rice balls during the morning hours have grown significantly each year: ▲26.9% in 2022 ▲29.6% in 2023 ▲50.2% in 2024. In particular, gimbap was a popular category accounting for about 30% of total sales during the morning hours (6 AM to 10 AM) as of last year.

The newly launched Bbasak Gimbap incorporates triangular gimbap packaging technology by inserting a film between the rice and seaweed to prevent sogginess. Consumers can tear the film in the direction of the arrow and roll the seaweed and filling together to eat. To provide a more satisfying meal, the gimbap diameter was increased from 2.8 cm to 3.3 cm compared to before the renewal, and the topping ratio was also raised. The price is affordable at around 1,000 won.

On the 18th, GS25 released the first product in the Bbasak Gimbap series, ‘Bbasak Gimbap Flying Fish Roe Tuna Mayo,’ and plans to sequentially introduce ▲ Bbasak Gimbap Cheese Buldak (1,900 won) ▲ Bbasak Gimbap Spam Egg (1,800 won) starting in March. The Cheese Buldak, combining spicy buldak chicken and savory string cheese, was the most requested menu for re-release and faithfully reproduces the original taste.

Moon Ji-won, GS Retail’s Gimbap MD, said, “With rising dining-out prices, the convenience store breakfast market, where customers can have a simple and affordable meal, is gaining attention, which led us to re-release Bbasak Gimbap.” He added, “GS25 will continue to lead the evolution of convenience store food and provide differentiated customer experiences.”

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