Exclusive: GS25 to end sales of Minumsa bread after sellout run

GS25 will end sales of its collaborative "Minumsa bread" product after placing its final order on Wednesday.

According to industry sources, GS25 launched two bread varieties in partnership with publisher Minumsa on Aug. 21. About 1.6 million units had sold through the end of last month, with a sell-through rate of 100 percent.

The product drew sustained attention from the moment it launched. Posts flooded in on GS25's app Woori Dongne GS — from shoppers checking store-by-store inventory to customers showing off the random bookmarks included with each purchase. Some bookmarks proved so popular that they resold for well over 10,000 won ($7).

The bread's popularity pushed the app's monthly active users to a record 4.695 million in August, with 400,000 new installs recorded during the same period.

"Minumsa bread ignited intense interest the moment it launched and helped spread the 'text hip' trend across the industry," a GS25 official said. "We are deeply grateful that so many customers showed their love and support from launch all the way through the final stock."