Steamed bun sales soar as the weather turns chilly... GS25 teams up with Anpanman

[Financial News] GS25 has launched a new product in collaboration with popular character Anpanman, aiming to capitalize on demand for winter snacks.
GS Retail said on the 21st that GS25's steamed bun sales from the 15th to the 19th rose 75.2% compared with the same days of the previous week. Demand for steamed buns is believed to have increased as chilly weather continued, with temperatures recently falling below 10 degrees.
In response, GS25 will exclusively launch two types of steamed buns featuring Anpanman characters that day. The strategy is to use the intellectual property (IP) of Anpanman, which has remained popular for more than 30 years, to appeal not only to existing steamed bun customers but also to fans of the characters.
The new products come in two varieties: Anpanman Chestnut Red Bean Steamed Bun and Currypanman Curry Steamed Bun. The Anpanman bun combines sweet red bean paste with finely chopped chestnuts for a sweet flavor and chewy texture. The Currypanman bun pairs a rich curry sauce with vegetables and pork for added flavor.
Bakery products featuring Anpanman characters will also be introduced. Shokupanman Cream Sandwich, launching on the 22nd, is filled with cream and shaped to resemble Shokupanman. Baikinman Deep Chocolate Pie is made with a crisp chocolate cookie and rich chocolate filling.
GS25 is also expanding its range of single-serving steamed buns that can be enjoyed conveniently in winter. It will offer individually packaged products such as Samlip Traditional Red Bean Steamed Bun. For added convenience, they can be heated in a microwave in their packaging, without a separate container.
Jeon Yong-seong, a merchandising manager on GS25's dessert team, said, “We have prepared products that let customers enjoy both flavor and fun by featuring the familiar Anpanman characters.” He added, “We will continue to introduce differentiated products that reflect seasonal consumption trends and customer preferences, sustaining customer interest in and the popularity of convenience-store food offerings during the winter.”

[email protected] Jang Yu-ha Reporter