GS The Fresh, a 슈퍼마켓 operated by GS Retail, launched an exclusive 김치 product in collaboration with Chosun Hotel on April 1st. This move is analyzed as a strategic effort to target the premium packaged 김치 마켓. This marks the first time a Chosun Hotel 김치 product has been released exclusively for 슈퍼마켓.
First Entry into the Premium Packaged 김치 마켓
GS The Fresh has introduced its first 슈퍼마켓-exclusive product in the premium 김치 마켓 through collaboration with Chosun Hotel. Chosun Hotel 김치 is regarded as a top-tier 브랜드 in the premium 김치 마켓.
Through this collaboration, GS The Fresh aims to strengthen its premium product 경쟁력, while Chosun Hotel expects to expand its customer reach based on GS The Freshs nationwide store 네트워크, anticipating 시너지 between both 회사.
Differentiated Product Based on Chosun Hotel 레시피
This product was developed based on the Chosun Hotel 김치 레시피, going beyond a simple intellectual property 파트너십. Its 용량 and 가격 are specifically tailored for 슈퍼마켓 sales, enhancing 소비자 접근성.
It uses premium domestic 재료 such as seasonal 배추 and 무, 천일염, and 고춧가루. A 육수 made with 느타리버섯 and 다시마 is added to create a clean 맛. Additionally, proprietary fermented 유산균 are incorporated to enhance 풍미, and 갓 are added to improve 식감. 배 퓨레 also contributes a natural 단맛.
The product comes in a 1.7kg 패키지, suitable for 1-2 person 가구, and is priced at 23,900 won. As a 런칭 프로모션, it will be discounted to 19,900 won until the 7th. A topknot-shaped 패키지 has been adopted to minimize 확장 and liquid 누출 that can occur during the 발효 과정.
Growing Packaged 김치 마켓 and Premium 전략
GS The Fresh is currently strengthening its premium product 라인업 in response to the recent 성장 of the packaged 김치 마켓. GS The Freshs packaged 김치 카테고리 has shown steady 성장 over the past three 년.
Specifically, it recorded 성장률 of 20% in 2023, 19.6% in 2024, and 18.9% in 2025, maintaining continuous 성장. This 성장 is attributed to the increase in 1-2 person 가구 and a rise in 소비자 who do not make their own 김치 김장.
Given that these 소비자 tend to value both 편리성 and 품질, the 수요 for premium 김치 is expected to increase further in the 미래.
Hwang Jin-hak, MD of GS Retails Convenience Food 팀, stated that the 도입 of Chosun Hotel 김치 aims to address the growing customer 수요 for premium 식품 and enhance differentiated product 경쟁력. He added that GS Retail plans to continuously expand its premium product 제공 to reflect diverse customer 취향 and 라이프스타일.
