GS25 teams up with Hyundai Motor for ice cream collaboration

GS25 said it will launch "Hyeonchaneun Bbangbbang" (Hyundai is Bread), an ice cream product co-developed with Hyundai Motor, on July 1.

The product was inspired by a fictional bakery concept Hyundai Motor posted on its official social media as an April Fools' Day joke in 2022. The post generated so much buzz that customers flooded the company with requests to make it a real product.

The ice cream is a sandwich-style treat filled with cream cheese ice cream between two layers of castella sponge cake. Each package includes one randomly selected sticker from a set of 20 featuring iconic Hyundai Motor models — including the Grandeur, Santa Fe, Nexo and Ioniq 9.

The two companies will also run joint marketing campaigns. Throughout July, GS25 will hold a promotion offering prizes — including a 7.5-gram pure gold key and an iPhone 17 (256GB) — to customers who purchase the product. Buyers who pay with GS Pay will earn stamps, and collecting three stamps qualifies them to enter a prize draw.

Hyundai Motor will give Jeju Island travel packages worth 2 million won ($1,290) each to the first three customers who collect all 20 stickers and verify the feat on the company's official Instagram account. A roulette-style event accessible via a QR code on the product packaging will also offer vehicle discount coupons worth a total of 9 million won.

Lee Ha-rim, a merchandise director on GS Retail's dessert team, said the company aims to "offer customers a new consumption experience and value beyond the product itself, while giving franchise stores a differentiated product that drives new customer growth and boosts sales."