"Eel Gimbap and Samgye Burger"... Four Major Convenience Store Chains Compete with Unique Health-Boosting Meals for Chobok

Ready Meals Dominate the Health-Boosting Food Trend
Eel and Samgyetang Take Center Stage to Capture Summer Demand

As the first of the three hottest days of summer, Chobok, approaches on July 15, the convenience store industry is moving to capture consumer demand for health-boosting summer meals. Companies are launching a variety of ready-to-eat meals such as lunchboxes, gimbap, triangle gimbap, and burgers that feature popular health-boosting ingredients such as eel, samgyetang (ginseng chicken soup), smoked duck, and abalone to attract customers.

According to the industry on July 6, the four major convenience store chains—GS25, CU, 7-Eleven, and Emart24—have successively launched new health-boosting ready meals to coincide with the Chobok and Jungbok season this month. These products are characterized by diversified offerings that allow customers to enjoy health-boosting foods at more affordable prices than specialty restaurants, even amid high inflation.

Visuals of nutritious meal concept lunchboxes, triangular kimbap, and convenient meals introduced by GS25. GS25

First, GS25 is introducing a health-boosting lineup centered on eel and smoked duck. Its flagship product, "Lunchbox of the Month - July Boknal Edition" (6,900 won), features freshwater eel and smoked duck as the main proteins, along with hamburger steak, bulgogi, and a variety of side dishes. The premium ready meal "Smoked Duck & Eel" (14,900 won), which includes a whole freshwater eel and smoked duck together, is also being released. In addition, GS25 is offering triangle gimbap varieties such as Spicy Duck Stir-fry and Abalone Fried Rice. On Boknal itself, there will be discount events on chicken, samgyetang, and other health-boosting products.

Two triangle gimbap products using health-boosting ingredients will also be launched. "Bigger Spicy Duck Stir-fry" (1,900 won), launching on July 8, consists of spicy gochujang-seasoned duck and stir-fried leek rice. On July 15, "Bigger Abalone & Innards Fried Rice" (2,000 won) triangle gimbap, made with finely chopped abalone and innards sauce, will be released as well.

CU is launching a total of six health-boosting ready meals, including lunchboxes, burgers, triangle gimbap, and sandwiches. These include the "Health-Boosting Samgye Burger" (4,700 won), which reinterprets samgyetang in burger form, the "Health-Boosting Samgye Triangle Gimbap" (2,000 won), the "Health-Boosting Eel Samgye Rice" (5,500 won), the "Health-Boosting Whole Eel Set" (8,200 won), and other ready meals using smoked duck. Notably, by purchasing eel in advance and in bulk, CU lowered the price of the "Health-Boosting Whole Eel Set" by about 20% compared to last year. In Pocket CU, there will be reservation purchase discounts on fresh eel, samgyetang, and more.

CU launches health-boosting ready meals including Samgye Burger. CU

7-Eleven has launched the "7-Select Nutritious Half Chicken Soup," targeting one- to two-person households. Developed in collaboration with Harim, it features locally sourced chicken, fresh ginseng, and glutinous rice in a half-chicken soup format. Additionally, the chain has introduced "Kim Heeun Perilla Seed Sujebi," a collaboration with Michelin one-star restaurant Soul's chef Kim Heeun. This sujebi is rich in perilla seeds for a stronger health-boosting summer concept, and additional perilla powder is included to enhance the savory flavor.

Emart24 is focusing on premium products featuring eel. The "Eel Chirashi Sushi Lunchbox" (9,900 won), inspired by Japanese chirashi sushi, and the "Freshwater Eel Gimbap" (6,500 won), filled with thick freshwater eel, are being launched. The eel lunchbox is composed of eel, squid, shrimp, flying fish roe, and other ingredients, offering a variety of textures and flavors. The eel gimbap comes with wasabi and pickled ginger for an authentic restaurant-style experience. In addition, Emart24 is introducing the "Whole Chicken Drumstick Samgyetang" (6,900 won), which contains a whole chicken drumstick and locally grown ginseng. To celebrate the launch, customers who pre-order via the Emart24 app can receive up to a 50% discount.

Three new products for the dog days of summer from Emart24. Emart24

This content was produced with the assistance of AI translation services.