GS The Fresh, a supermarket operated by GS Retail, launched an exclusive kimchi product in collaboration with Chosun Hotel on April 1st. This move is analyzed as a strategic effort to target the premium packaged kimchi market. This marks the first time a Chosun Hotel kimchi product has been released exclusively for supermarkets.
First Entry into the Premium Packaged Kimchi Market
GS The Fresh has introduced its first supermarket-exclusive product in the premium kimchi market through collaboration with Chosun Hotel. Chosun Hotel Kimchi is regarded as a top-tier brand in the premium kimchi market.
Through this collaboration, GS The Fresh aims to strengthen its premium product competitiveness, while Chosun Hotel expects to expand its customer reach based on GS The Fresh’s nationwide store network, anticipating synergy between both companies.
Differentiated Product Based on Chosun Hotel Recipe
This product was developed based on the Chosun Hotel kimchi recipe, going beyond a simple intellectual property partnership. Its capacity and pricing are specifically tailored for supermarket sales, enhancing consumer accessibility.
It uses premium domestic ingredients such as seasonal napa cabbage and radish, sea salt, and red pepper powder. A broth made with pyeong mushroom and kelp is added to create a clean taste. Additionally, proprietary fermented lactic acid bacteria are incorporated to enhance flavor, and mustard greens are added to improve texture. Pear puree also contributes a natural sweetness.
The product comes in a 1.7kg package, suitable for 1-2 person households, and is priced at 23,900 won. As a launch promotion, it will be discounted to 19,900 won until the 7th. A ‘topknot-shaped’ package has been adopted to minimize expansion and liquid leakage that can occur during the fermentation process.
Growing Packaged Kimchi Market and Premium Strategy
GS The Fresh is currently strengthening its premium product lineup in response to the recent growth of the packaged kimchi market. GS The Fresh’s packaged kimchi category has shown steady growth over the past three years.
Specifically, it recorded growth rates of 20% in 2023, 19.6% in 2024, and 18.9% in 2025, maintaining continuous growth. This growth is attributed to the increase in 1-2 person households and a rise in consumers who do not make their own kimchi (kimjang).
Given that these consumers tend to value both convenience and quality, the demand for premium kimchi is expected to increase further in the future.
Hwang Jin-hak, MD of GS Retail’s Convenience Food Team, stated that the introduction of Chosun Hotel Kimchi aims to address the growing customer demand for premium food products and enhance differentiated product competitiveness. He added that GS Retail plans to continuously expand its premium product offerings to reflect diverse customer tastes and lifestyles.
