GS25 launches 'Hyejarooun Jipbap' dosirak with record 13 banchan

GS25, the convenience store chain operated by GS Retail, launched the "Hyejarooun Jipbap Nalsurok Challanhage" dosirak on Wednesday.

The new dosirak features 13 banchan — the most of any product in the "Hyejarooun Jipbap" series. The main dishes are ttukbaegi bulgogi and loin pork cutlet, accompanied by popular banchan including rolled egg, stir-fried sausage and dubu kimchi.

The dosirak was developed to coincide with the upcoming release of a film starring actor Kim Hye-ja, and to mark the achievements of the "Hyejarooun Jipbap" brand built together with her. Since its relaunch in 2023, the brand has surpassed 100 million cumulative units sold in roughly three years. Including products sold between 2010 and 2017, cumulative sales have exceeded 540 million units.

The dosirak will be available as a limited-run "dosirak of the month" through the end of October. GS25 plans to donate a portion of the proceeds to World Vision, an international humanitarian and development organization, to support children at risk of food insecurity.