'Hyejaroun' becomes a 500 billion won brand as GS25 expands its product lineup

[Financial News] Three years after its 2023 relaunch, GS25’s ready-meal brand Hyejaroun has surpassed 500 billion won in cumulative sales. GS25 is now looking to broaden its customer base by introducing a dedicated typeface and new packaging for the brand and expanding its product lineup to include desserts.
Industry sources said on the 5th that GS25 has been gradually revamping the Hyejaroun brand since September. The company is broadening its range beyond meals such as lunch boxes, gimbap and rice balls to include salads, prepared noodles and bakery products.
According to the company, purchasing data also showed strong loyalty among customers seeking out Hyejaroun products. The repeat-visit rate to GS25 among customers who bought Hyejaroun products was 90%. Their average spend per customer was at least roughly 42% higher than that of regular customers, and their average number of purchases per year was also 10% higher.
The revamp included a complete overhaul of the packaging design. GS25 adopted a typography-focused design that prominently features the Hyejaroun brand name and newly developed a dedicated typeface, the GS Hyejaroun font. The aim was to strengthen the brand’s visual identity so customers can easily recognize it from the packaging alone.
The product lineup is also being expanded. GS25 launched Hyejaroun Mini Cookies today and plans to add more dessert products in stages. The strategy is to reach more customers in their 20s by moving beyond the brand’s traditional focus on meals.
GS25 is also carrying out brand marketing centered on the idea that rice is the source of Koreans’ strength. Through its “The Beginning of the Hyejaroun K-BAP Universe” campaign, the company plans to showcase content featuring the Hyejaroun brand.
Lee Jeong-pyo, head of marketing at GS Retail, said, “The Hyejaroun brand has earned customers’ enduring affection with reasonable prices and high quality, and has grown into one of GS25’s flagship brands. Through this revamp, which included developing a dedicated typeface and packaging, as well as through brand marketing, we will continue to grow it into a convenience-meal brand embraced by all generations.”
[email protected] Kim Hyun-ji Reporter