"Also Selling Low-Quality Aging Rice"... GS25 Launches 'Obundomi', First in Convenience Store Industry

4kg Package Priced at 16,900 KRW
Record-High Mixed Grain Sales Share Last Year
Selected as a Strategic Category for This Year

GS Retail's convenience store GS25 announced on the 5th that it will be the first in the industry to introduce the premium rice 'Obundomi'.

Obundomi is rice that has had its outer husk removed and is milled about 50%. It is known to be rich in nutrients such as vitamins, minerals, and antioxidants. The product launched by GS25 is a 4kg package for convenience stores, priced at 16,900 KRW.

The GS25 model is posing while holding the Obundomi product. Photo by GS25

GS25 analyzed that in recent years, with the ongoing trends of wellness, slow aging, and well-aging, customer demand for mixed grains at convenience stores has been increasing. In fact, GS25's year-over-year sales growth rate for mixed grains reached ▲15.4% in 2022 ▲23.8% in 2023 ▲25.9% in 2024 ▲60.7% in January 2025. Especially last year, the sales proportion of mixed grains among all grains surpassed the highest level ever at 15%.

GS25 has chosen mixed grains as one of its fresh food strategic products this year and plans to promote convenience store-tailored product launches and diversify its lineup. Kim Ildong, MD of GS25 Fresh Food Enhancement Team, said, "We will continue to strengthen our competitiveness by operating various fresh foods for GS25 customers."

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