GS25 launches 13-side-dish Kim Hye-ja lunchbox, to donate part of proceeds
In short
GS25, run by GS Retail, launched a limited lunchbox called “Hyojaroun Jipbap – The More You Share, the Brighter It Is”, with 13 side dishes, the most in any Kim Hye-ja lunchbox line. The product marks the release of actress Kim Hye-ja’s new film and will be sold through the end of October, with part of the proceeds donated to World Vision. The brand has passed 100 million cumulative sales since its 2023 relaunch, and more than 540 million including 2010-2017 sales.
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GS25, the convenience store chain operated by GS Retail, said on Oct. 7 that it launched a lunchbox named “Hyojaroun Jipbap – The More You Share, the Brighter It Is”, containing 13 side dishes, the most in any Kim Hye-ja lunchbox line to date. The company said the product is sold only through the end of October. [ 1 , 2 , 4 ]
The lunchbox has braised bulgogi in an earthen pot and pork cutlet as main dishes, alongside rolled omelette, stir-fried sausage and tofu kimchi, among other side dishes. GS25 said it was planned to mark the release of actress Kim Hye-ja’s new film “Still Brilliant”; Maeil Business reported it will be run as a limited “lunchbox of the month”. [ 1 , 2 , 4 ]
The product also carries the results of the “Hyojaroun Jipbap” brand that GS25 and Kim Hye-ja have run together. According to the outlets, the brand surpassed 100 million cumulative sales about three years after its 2023 relaunch, and passed 540 million units when sales from 2010 to 2017 are included. [ 1 , 2 , 4 ]
GS25 said it will donate part of the lunchbox’s sales proceeds to the international relief and development organisation World Vision, which will use the money to support children at risk of missing meals. Min Jung-hwan, a merchandiser on GS Retail’s FF team, said the product was planned to mark the film’s release and to convey thanks for customer support of the brand, adding, “I hope it becomes a product where customers can experience the meaning of sharing and donation along with a hearty meal.” [ 1 , 2 , 4 ]
Newsis reported the launch under the framing of the brand passing 100 million sales. The documents do not state a price for the lunchbox, a sales target, or the size or share of the donation. [ 3 ]
Why it matters
The launch ties a convenience-store product line to an actress’s film release and to a charity donation, extending a collaboration that the outlets say has sold over 100 million units since 2023. The donation, directed to children at risk of missing meals, gives the retail promotion a stated social component. The documents give no sales target or revenue figure for the new item.
Key facts
- GS25 launched a lunchbox named “Hyojaroun Jipbap – The More You Share, the Brighter It Is” on Oct. 7. [ 1 , 2 , 3 , 4 ]
- The lunchbox has 13 side dishes, the most among Kim Hye-ja lunchboxes, with braised bulgogi in an earthen pot and pork cutlet as main dishes. [ 1 , 2 , 4 ]
- It was planned to mark the release of actress Kim Hye-ja’s new film “Still Brilliant” and is sold only through the end of October. [ 1 , 2 , 4 ]
- The “Hyojaroun Jipbap” brand has exceeded 100 million cumulative sales since its 2023 relaunch; including 2010-2017 sales, the total is over 540 million. [ 1 , 2 , 4 ]
- GS25 said it will donate part of the lunchbox’s proceeds to World Vision for support to children at risk of missing meals. [ 1 , 2 , 4 ]
- GS Retail FF team MD Min Jung-hwan said the product was planned to mark the film’s release and to thank customers for their support of the brand. [ 2 , 4 ]
Confirmed by several sources
- GS25 released the “Hyojaroun Jipbap – The More You Share, the Brighter It Is” lunchbox on Oct. 7. [ 1 , 2 , 3 , 4 ]
- The lunchbox contains 13 side dishes, the most in the Kim Hye-ja lunchbox line, and is sold only through October. [ 1 , 2 , 4 ]
- The product was planned to mark the release of Kim Hye-ja’s new film. [ 1 , 2 , 4 ]
- The “Hyojaroun Jipbap” brand passed 100 million cumulative sales after its 2023 relaunch, and over 540 million including 2010-2017 sales. [ 1 , 2 , 4 ]
- Part of the lunchbox’s sales proceeds will be donated to World Vision for children at risk of missing meals. [ 1 , 2 , 4 ]
Still unclear
- The price of the lunchbox and the sales target for the limited run. None of the documents state a price or a target.
- What share of proceeds is donated and how much money is expected to go to World Vision. The documents say only that “part” of the proceeds will be donated.
- Whether GS25 and actress Kim Hye-ja will continue the collaboration after October. The documents describe only the limited sale through the end of October.
What local media are saying
Timeline, local time
- Yonhap reports GS25’s launch of the 13-side-dish “Hyojaroun Jipbap” lunchbox. [ 1 ]
- Asia Economy reports the launch, the film tie-in and the planned World Vision donation. [ 2 ]
- Newsis reports the launch under the framing of the brand passing 100 million sales. [ 3 ]
- Maeil Business reports the launch as a limited “lunchbox of the month” through the end of October. [ 4 ]