GS25, the popular convenience store chain from GS Retail, has rolled out the exclusive ‘Mini Dojonku 4-Pack’ through a collaboration with K-pop group IVE’s member Rei and digital fashion innovator Roromelog.
Capturing MZ Snacking Trends
The launch taps into MZ generation preferences for moderate snacking habits, including ‘snack wisely’ and ‘indulge moderately.’ GS25 highlighted this product as a fresh take on these trends during its announcement.
Product Features and Appeal
The ‘Mini Dojonku 4-Pack’ stands out with its user-friendly design, low-calorie profile, reduced sugar content, and stable gel texture. Manufacturers apply a post-production fluidity technique that preserves crispiness and flavor even after time passes, ensuring consistent satisfaction.
Rei’s charismatic persona combines with Roromelog’s digital fashion expertise to deliver premium fan engagement, turning everyday purchases into immersive experiences.
Strategic Fan Marketing Push
GS25 aims to blend K-pop artist lifestyles with innovative fashion collaborations, evolving stores into vibrant cultural hubs. This approach bolsters fan marketing by offering novel consumption beyond standard retail.
A GS25 spokesperson stated, “This project transforms convenience stores into ‘cultural platforms’ as part of our comprehensive fan marketing strategy.” They added, “Fans gain fresh consumption experiences that go beyond simple transactions.”
