GS25 第三次联手 Nexon《蔚蓝档案》推联名便当汉堡及周边，属常规IP营销、无业绩增量指引

Convenience store chain GS25 said on the 14th it is launching a third collaboration with Nexon's game "Blue Archive," rolling out six products including lunch boxes and hamburgers. Each item comes with collectible merchandise: four types of student ID cards and special item coupons with the lunch boxes, 14 character photo cards with the hamburgers and 28 character magnets with almond chocolate balls.
From the 30th of this month through Nov. 22, pop-up stores selling limited-edition merchandise will open at five locations nationwide, including the Hapjeong, Gangnam and Gwanak districts in Seoul, Juan in Incheon and Seomyeon in Busan.
GS25 has released products using intellectual property from popular games since 2024, starting with Blue Archive and followed by MapleStory, Wuthering Waves and Arknights: Endfield. Cumulative sales of these game IP collaboration products have surpassed 23 million units. The company's analysis of purchase data showed that customers buying game IP products spent an average of about 30,000 won per transaction, four times more than ordinary customers. The collaborations also drew shoppers back to stores, with customers returning an average of four to five times during the promotional periods.
"Collaborations with popular intellectual property such as games, K-pop and characters dramatically lift spending per customer and repeat visit rates," a GS25 official said. "We plan to develop experience-based consumer content that connects IP from various fields with our roughly 18,000 stores nationwide as a strategic asset for new growth."