‘Sung Si-kyung Bibimbap’ Gains Popularity... Seven Eleven Sells 300,000 Units in Just 2 Weeks

Jeonju-Style Beef and Secret Soy Sauce Autumn Radish Bibimbap Lunchboxes Take Top Two Spots
Women Account for a Category-High 42% of Purchases
A Nutritious Meal with Seasonal Greens for Just 5,000 Won Amid Soaring Vegetable Prices

Seven Eleven announced on September 16 that its “Sigyung Pick Seasonal Bibimbap Series,” launched in collaboration with singer Sung Si-kyung, has surpassed cumulative sales of 300,000 units within just two weeks of release.

According to Seven Eleven, the “Jeonju-style Beef Bibimbap” and “Secret Soy Sauce Autumn Radish Bibimbap,” released on September 2, are currently ranked first and second, respectively, in the convenience store’s lunchbox sales rankings. The “Secret Kang Doenjang Bulgogi Bibimbap,” launched on September 7, has also entered the top 10. Driven by the popularity of these new products, lunchbox sales overall have increased. Seven Eleven’s lunchbox sales grew by 19% year-on-year from January to August this year, but this growth rate rose to 25% from September 1 to 15, after the launch of the bibimbap series.

Provided by Seven Eleven.

Seven Eleven analyzed that, as restaurant prices have increased, the ability to enjoy seasonal greens and toppings at a price point in the 5,000-won range has resonated with consumers. The “one-pot” style, which allows diners to enjoy a variety of ingredients in a single bowl, and the lighter feel compared to conventional convenience store lunchboxes focused on fried foods and meats, were also cited as factors driving the product’s popularity.

Purchases by female and foreign customers have also stood out. From September 2 to 15, female customers accounted for 42% of bibimbap series purchases, which is 9 percentage points higher than that of regular meal lunchboxes. During the same period, sales of bibimbap to foreign customers increased by 282% year-on-year.

Interest has continued on social networking services (SNS) as well. Content related to the bibimbap series posted on Seven Eleven’s official Instagram account has accumulated over 2.5 million views.

Seven Eleven is also holding a generative artificial intelligence (AI) advertising contest with a total prize pool of 20 million won until September 21. Under the theme “K-Bibimbap Upturns the World,” the contest is accepting submissions of video interpretations of the “Jeonju-style Beef Bibimbap,” with a grand prize of 10 million won awarded to the top winner.

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