GS25 Game IP Collaboration Products Surpass 23 Million in Cumulative Sales

Average transaction value of about 30,000 won, up to four times that of ordinary customers
GS25 to launch its third collaboration with Nexon's "Blue Archive"

GS25, the convenience store chain operated by GS Retail, said on October 14 that cumulative sales of products developed through collaborations with game intellectual properties (IPs) had surpassed 23 million units. The total reflects the launch of lunch boxes, bread, ramen and other products in collaboration with popular games, starting with Nexon's Blue Archive in 2024 and followed by MapleStory, Wuthering Waves and Arknights: Endfield.

According to GS25, an analysis of purchase data for game collaboration products from 2024 to 2026 found that customers who bought the products spent an average of about 30,000 won per purchase, up to four times as much as ordinary customers. The company said customers often added ramen, snacks and beverages to their baskets along with the collaboration products. During the collaboration periods, customers also returned to stores an average of at least four to five times to experience game content or collect merchandise such as photo cards.

A model poses with merchandise from the third collaboration with Blue Archive. Provided by GS Retail.

Pop-up stores recreating the worlds of games also drew attention. Popular pop-ups saw queues stretching more than 100 meters, and GS25 even installed dedicated kiosks to issue entry tickets.

Starting October 14, GS25 will roll out its third collaboration with Blue Archive. The lineup consists of six products, including lunch boxes, hamburgers and almond chocolate balls. The lunch boxes come with one of four student ID-style cards and a coupon for an in-game item; the hamburgers include one of 14 character photo cards; and the almond chocolate balls come with one of 28 character magnets.

Customers who purchase collaboration products with GS Pay will earn stamps in the Wooridongne GS app. GS25 is also holding an event in which customers who collect three stamps will receive special merchandise. The merchandise includes ID card cases, a photo card collector's book, a magnet display board, an acrylic board and muddler, a mouse pad, and a clear file folder.

From October 30 through November 22, Blue Archive pop-up stores will operate at five stores nationwide: the Hapjeong Premium, Gangnam Dongwon and The Gwanak branches in Seoul; the Juan Eutteum branch in Incheon; and the Seomyeon Gyeongam branch in Busan. The stores will sell limited-edition merchandise, including oversized keycaps featuring popular characters, acrylic stands and acrylic korotto, and will also hold events for visitors.

Ji Byeongju, a manager on GS25's partnership marketing team, said, "Collaborations with popular IPs in fields such as games, K-pop and characters are helping increase average transaction value and repeat visit rates. We will develop experiential consumer content that connects IPs from diverse fields with our nationwide network of more than 18,000 stores as a strategic asset for new growth."

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