GS25 sells nearly 30mn units of Kim Hye-ja Dosirak in 1 year

[Courtesy of GS25]

GS25, a major convenience store chain in South Korea, is on the verge of selling 30 million units of Kim Hye-ja Dosirak (lunch box) that was relaunched last year in just one year.

According to GS Retail Co., the operator of GS25, Kim Hye-ja Dosirak is expected to surpass the 30 million mark as early as next week, a new achievement made within about one year since its re-launch on February 15, 2023.

The lunchbox is selling at a rate of 53 units per minute, totaling over 77,000 units sold daily.

Kim Hye-ja Dosirak has enjoyed overwhelming popularity since its initial release in 2010, offering a generous portion at an affordable price, giving rise to a new word hyejalopda, meaning a good deal. The lunch box is priced in the 5,000 won ($3.8) range.

During discussions regarding last year’s relaunch, actress Kim Hye-ja reportedly urged for the provision of high-quality food at a low cost.

Kim has been actively involved in social contributions, utilizing royalties from the launch box sales to support underprivileged children.

As the demographic seeking convenience store dosirak has shifted to a younger age group, GS25 has placed a greater emphasis on healthier ingredients. The recent surge in sales comes between 6 p.m. and 10 p.m. as students quickly grab dosirak before heading to academies after school, the company said.