New 4,300-won dosirak targets cost-conscious shoppers

A GS25 employee holds the new value dosirak "Today's Hearty Dosirak." [GS25]
A GS25 employee holds the new value dosirak "Today's Hearty Dosirak." [GS25]

Convenience store chain GS25 will launch a new value dosirak called "Today's Hearty Dosirak" on Tuesday, priced at 4,300 won ($3.10), in response to high inflation and the growing phenomenon of "lunchflation."

The new product features soy-sauce pork bulgogi and grilled Spam as its main banchan, rounded out with mini pork cutlets, Vienna sausages, stir-fried dried squid with nuts, stir-fried fish cake and kimchi. The dosirak contains 250 grams of rice — 25% more than comparable products in the same price range.

GS25 plans to expand its value dosirak lineup, starting with "Today's Hearty Dosirak," as convenience store meal boxes have drawn growing attention amid rising lunch prices. Dosirak sales at GS25 rose 21.2 percent from June 1 to June 20 compared with the same period last year.


spa@heraldcorp.com