TXT Yeonjun's photo card included in 'Sour Lemon Yogurt'
GS25 is releasing two types of 'Sour Lemon Yogurt' ice cream featuring the concept of TXT's new song 'Deja Vu'. MD such as photocards and stickers will be included.
From Photo Cards to Jelly Texture, Yeonjun's 'Ice Cream' Becomes Real Ice Cream
The concept of TOMORROW X TOGETHER (TXT) Yeonjun's new song is being reborn as a convenience store dessert. GS25, operated by GS Retail, announced that it will sequentially launch two types of collaborative 'Sour Lemon Yogurt' ice cream products in partnership with the yogurt ice cream brand 'Yoajung' and dessert manufacturer 'Lolo Melo'.
This collaboration targets the intersection of the release timing of Yeonjun's 2nd mini album 'NO LABELS: PART 02' title track 'Ice Cream' and the peak summer frozen dessert season. The product packaging also captures the mood of the new song. It enhances visual enjoyment by applying a yellow-toned retro design reminiscent of the title track along with ice cream illustrations.
The products are divided into two types. First, the cup product (4,500 KRW) launching on the 16th features a sour lemon yogurt cream base with colorful apple-flavored jelly added. It is characterized by offering a variety of textures along with an intense sourness and refreshing flavor. Following this, a bar-type product (2,500 KRW) will be released on the 21st. It achieves a refreshing taste by adding lemon syrup to yogurt sherbet and coating it with white yogurt chocolate.
The MD configuration for fans is also noteworthy. The cup product includes mini photo cards featuring the concept of Yeonjun's 2nd mini album and random stickers, while the bar product contains random stickers. The plan is to stimulate the fandom's desire to purchase by adding the fun of collecting goods while eating ice cream.
GS25's Frozen Dessert Strategy Connecting K-pop Fandom and Dessert Consumers
Through this collaboration, GS25 aims for a synergy effect where the K-pop fandom and general dessert consumers naturally overlap. In fact, GS25 has shown strength in content-combined products, such as when it released the 'IVE Pick Mini Do-Jjon-Ku 5-pack' in collaboration with IVE this year, which recorded the highest overall ice cream sales.
Yeonjun's 2nd mini album is enjoying immense popularity, reaching number one on the daily album charts with total sales of 661,924 copies on its release day, the 10th. This structure allows the artist's buzz to translate into convenience store products. GS25 has continued collaborations with various brands, including the sandwich-type ice cream 'Hyundai Car is Pang-Pang' co-developed with Hyundai Motor Company, as well as Tzuyang, Taegeukdang, and Choco Songyi.
In fact, GS25's ice cream sales showed growth, increasing by 30.8% compared to the same period last year as of the first half of this year. Lee Ha-rim, GS Retail's ice cream MD, stated, "Recently, ice cream is evolving beyond a simple dessert into an item for experiencing various contents such as K-pop and characters. We will continue to present differentiated collaborative products where customers can experience both taste and joy, creating new frozen dessert trends."
Background and Context
Recently, differentiated convenience store products collaborating with K-pop idols have established themselves as a new trend. GS25 planned this collaboration in line with this movement.
Yeonjun's 2nd mini album 'NO LABELS: PART 02' reached number one on the daily album charts, recording total sales of 661,924 copies on its release day, the 10th.
