GS25

What GS25 does

GS25 is South Korea's largest convenience store chain, operated by GS Retail Co., Ltd. (KOSPI: 007070), with a domestic network exceeding 10,000 stores plus international operations in Vietnam (400+ stores), Mongolia (100 stores), and exploratory presence in Thailand. The company sells daily food, beverages, fresh prepared meals, private-label products under the YOUUS brand, and offers more than 50 lifestyle services (parcel delivery, bill payment, SIM cards, ticket sales, foreign currency exchange). It serves a broad mass-market consumer base across all age groups, with particular traction among inbound international tourists (74.2% foreign-payment growth in 2024–2025), K-pop fan communities, price-sensitive beauty buyers, and quick-commerce users.

The underlying platform combines a proprietary retail IT stack (POS, mobile POS, store management systems), the GS ALL integrated membership and points engine spanning GS25, GS SHOP, and GS THE FRESH, the GS Pay mobile payment infrastructure (41+ banks, 8+ card networks), and the 우리동네GS app for delivery, pickup, and pre-order. GS25 has deployed an AI-powered smart store format (가산스마트점), an AI chatbot (GS25 챗봇지니) for 24/7 franchisee support on KakaoTalk, autonomous delivery robots, and chicken-cooking robots in partnership with Roboarte. The company launched the world's first AI-generated alcoholic beverage (아숩업하이볼) in May 2023 and sells humanoid robots as merchandise.

Revenue is generated through franchise royalties and sales-based profit sharing (with three store types: GS1 owner-operated, GS2 joint-investment, GS3 company-leased), merchandise sales through franchise stores (including exclusive private-label YOUUS and Fresh Food lines), commission income from quick-commerce partnerships (Coupang Eats, Baedal Minjok, Naver), transaction fees on GS Pay payments, and franchise admission fees. The GTM combines direct-to-consumer retail at physical storefronts, multi-platform quick-commerce delivery, K-pop/idol collaboration products to drive foot traffic, telecom-member cross-promotions with SKT/KT/LG U+, and content-led social media marketing. Q1 2026 sales reached 2.8549 trillion KRW (+3.8% YoY) with operating profit of 21.3 billion KRW (+23.8% YoY), driven by private-label mix, premium desserts, and rationalization of underperforming outlets.

Name

GS25

Legal name

주식회사 지에스리테일 (GS Retail Co., Ltd.)

Website

https://gs25.gsretail.com

Company type

Public

Founded year

1971

Operating status

Operating

Short description

GS25 is South Korea's leading convenience store chain (10,000+ stores) operated by GS Retail, serving mass-market daily needs through retail, private-label YOUUS food, GS ALL membership, GS Pay payments, and quick-commerce delivery via Coupang Eats and Baedal Minjok. It also operates 400+ stores in Vietnam and 100 in Mongolia.

Ownership category

akta.pro rank

Product category

Convenience Store Retail

NAICS

Convenience Retailers (445131)

SIC

Retail-Convenience Stores (5412)

akta.pro primary industry

Convenience Retail Chains & Franchises (Multi-site Operators) (CRANAJAH)

Keywords

• Convenience store retail
• Franchise retail operations
• Quick commerce delivery
• Private label products
• Fresh food service

Headquarters

HQ city

Yeoksamdong

HQ country

South Korea

HQ region

Asia

Offices14 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Franchise Royalties and Sales Margin: GS25 earns revenue by operating a franchise network of convenience stores. Franchisees pay royalties and share revenue based on store type (GS1, GS2, GS3) and profit-sharing arrangements. The company reported Q1 2026 operating profit of 21.3 billion won, up 23.8% year-on-year, driven by exclusive private-label products, dessert items, and closures of underperforming outlets.
2. Retail Merchandise Sales (Private Label and Branded): Revenue from the sale of merchandise through franchise stores, including private-label brand 'YOUUS', Fresh Food (lunchboxes, kimbap, sandwiches), and differentiated exclusive products. GS25 Q1 2026 sales reached 2.8549 trillion won, growing 3.8% year-on-year.
3. Quick Commerce Delivery Services: GS25 generates revenue from 24-hour instant delivery services via partnerships with Coupang Eats and Baemin. Late-night delivery (10 p.m. to 3 a.m.) represents 21.7% of total delivery sales, up 4.3 percentage points since launch. Service activated at approximately 1,000 stores in Seoul, Gyeonggi Province, and six major metropolitan cities.
4. GS ALL Membership and Points Program: GS ALL is an integrated cross-brand membership program (GS25, GS THE FRESH, GS SHOP) that earns revenue from point accumulation (0.1% of purchase amount) and generates customer data for targeted marketing. The program supports tiered benefits (VVIP, VIP, GOLD, DIAMOND) and cross-brand loyalty.
5. GS Pay Digital Payment Platform: GS Pay is a mobile payment platform integrated into GS Retail's ecosystem, generating revenue from transaction fees and driving customer loyalty through exclusive promotions (e.g., 2% additional GS ALL point accumulation on GS Pay payments). Supports 41+ banks and 8+ card networks.
6. Quick Commerce and Delivery Commission Revenue: Revenue from commissions on quick commerce orders placed through Coupang Eats and Baemin platforms, representing a growing share of total revenue. Convenience store chains reported 64.3-65.4% year-over-year growth in delivery sales.
7. Franchise Fee and Store Management Services: One-time franchise admission fee (7.7 million won VAT included for GS1 type) plus ongoing royalties from franchisees, alongside revenue from franchisee support services including training, logistics, and store management consulting.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels9 records

Core offering

GS25 operates the largest convenience store franchise network in South Korea, selling food, beverages, daily necessities, and offering a broad portfolio of lifestyle services including parcel delivery, bill payment, SIM cards, and ticket sales. The chain differentiates through its YOUUS private-label brand, fresh food products, exclusive K-pop collaboration items, integrated GS ALL membership across GS Retail brands, GS Pay mobile payments, and quick commerce delivery via Coupang Eats and Baedal Minjok.

Product overview

GS25, operated by GS Retail, is Korea's leading convenience store chain offering a comprehensive lifestyle platform combining retail, food service, digital services, and logistics. The core offering is the GS25 convenience store network (10,000+ stores), supported by the GS ALL integrated membership system (encompassing GS25, GS SHOP, and GS THE FRESH), the GS Pay simplified payment platform, Pop Card prepaid/membership cards, and the 우리동네GS mobile app. GS25 differentiates through its YOUUS private-label brand (including Fresh Food prepared meals and Differentiated Products), Counter FF service concepts (CAFE25, CHICKEN25, GOPIZZA), quick commerce delivery partnerships with Coupang Eats, Baemin, and Naver, and innovative logistics like 반값택배 half-price parcel delivery. The company is expanding into new verticals including fashion (Musinsa partnership), health supplements, beauty products, and humanoid robots. GS25 also operates an AI-powered smart store concept and deploys AI chatbot services, serving as both a physical retail network and a digital lifestyle platform.

Differentiator

Problem solved

Functional benefit

Brands

• YOUUS: Private brand offering quality products at reasonable prices
• GS ALL 멤버십
• Cafe25
• Chicken25
• Gopizza
• Fresh Food
• Popcard
• 우리동네GS
• GS Pay

Products and services

• GS25 Convenience Store Network
• GS Pay Mobile Payment Service
• GS ALL Integrated Membership Program
• Pop Card (팝카드) Prepaid Card Service
• YOUUS Private Label Brand
• Fresh Food Prepared Meals
• 반값택배 (Half-Price Parcel Delivery)
• CAFE25 / CHICKEN25 / GOPIZZA Counter Concepts
• 우리동네GS Mobile App Platform
• 와인25플러스 (Wine25 Plus)
• GS ALL Shinhan Card Co-Branded Credit Card
• AI Smart Store (가산스마트점)
• Autonomous Robot Delivery Service
• GS25 Franchise Program (GS1 / GS2 / GS3 Types)
• Quick Commerce Delivery (Coupang Eats / Baemin / Naver)
• Foreign Exchange Payment Service

Quantifiable outcome

• Per-store daily average sales of 1.82 million won (highest in Korea's convenience store industry, per 2020 data)
• +4 more outcomes

Named customers3 records

Segments6 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration14 records

AI capability8 records

Feature9 records

Partnerships

19 partnerships are on record, tiered major, minor and core.

• Boy Next Door (K-pop Group)majorGTM or Marketing Partner · 21 June 2026GS25 launched collaboration products to commemorate the release of the first regular album by K-pop group Boy Next Door, designed as a strategy to attract K-pop fans to convenience stores and capture foreign demand amid growing international interest in Korean pop culture.
• Pororo (Animated Character Brand)minorGTM or Marketing Partner · 1 May 2026GS25 launched kids beverage promotions for Children's Day featuring an industry-exclusive 1+1 deal on Pororo drinks (May 4-5) and pre-order events for Vita Zalchron kids beverages with discounts up to 66 percent, targeting families and children during peak holiday shopping.
• TikTok KoreamajorGTM or Marketing Partner · 10 April 2026TikTok Korea and GS25 collaborated on a breakfast pop-up event to celebrate the viral 'gochujang butter pasta' dish, which GS25 commercialized as a ready-to-eat product on March 25. The event gathered TikTok creators and selected users to sample the product and create content around it, translating platform-driven food trends into offline consumer experiences.
• Baedal Minjok (Baemin)coreChannel Partner/ Reseller/ Distributor · 11 February 2026GS25 developed single-serving pizza products specifically for Baemin quick-commerce delivery, with about 40% of existing ready-made pizza sales already coming from delivery and pickup services. This partnership targets the growing demand for convenience store food via delivery platforms.
• UHA Mikakuto (Gummy Supply)minorStrategic or Co-development Partner · 26 January 2026GS25 exclusively introduced the Japanese jelly-type health supplement 'UHA Mikakuto Gummy Supply' starting January 28, 2026, offered in three types (Iron, Vitamin C, Multivitamin), priced at 5,800 won for a 10-day supply, targeting the growing domestic health functional food market.
• PLAVE (Virtual K-pop Idol Group)majorGTM or Marketing Partner · 11 January 2026GS25 launched collaboration products with virtual K-pop idol group PLAVE, releasing nine items starting May 15 including breads, snacks, and merchandise tied to each member's signature colors and symbolic animals. GS25 operated semi pop-up stores at eight locations nationwide from May 16-31 to sell PLAVE IP goods, targeting both domestic and overseas fans.
• Musinsa (Musinsa Standard Express)majorStrategic or Co-development Partner · 27 October 2025GS25 partnered with fashion platform Musinsa to launch the 'Musinsa Standard Express' brand at convenience stores, featuring 17 clothing items ranging from 3,000 won socks to 30,000 won windbreakers. The brand, launched in March 2025, reported a 141.9% sales surge in the last month compared to its launch period.
• CJ대한통운 (CJ Logistics)coreTechnology or Integration · 27 October 2025GS25 uses CJ Logistics for domestic parcel delivery services, with CJ handling pickup and delivery of parcels from GS25 stores across Korea, supporting the convenience store's logistics infrastructure.
• Coupang EatscoreChannel Partner/ Reseller/ Distributor · 26 August 2025GS25 partnered with Coupang Eats to launch nationwide 24-hour quick commerce delivery services, utilizing over 1,200 GS25 stores in Seoul and expanding to more stores nationwide with approximately 20,000 products available for delivery. The service was activated at around 1,000 GS25 stores in Seoul, Gyeonggi Province, and six major metropolitan cities as of May 2026.
• GS The Fresh (Coupang Eats Partnership)coreChannel Partner/ Reseller/ Distributor · 25 August 2025GS Retail's supermarket brand GS The Fresh partnered with Coupang Eats on August 28, 2025, following the GS25-Coupang Eats partnership launched on August 26, 2025, enabling quick commerce delivery across both convenience store and supermarket formats.
• SK Telecom (SKT T멤버십)coreGTM or Marketing Partner · 1 July 2025GS25 entered a T membership partnership with SK Telecom in July 2025, offering T members exclusive discounts on FF (fresh food) items every Tuesday (200 won discount per 1,000 won spent). This drives customer traffic on slow days and rewards telecom customers.
• KT (KT 멤버십)coreGTM or Marketing Partner · 1 July 2025GS25 partners with KT for the KT membership discount program at GS25 stores, offering tiered discounts (100 won or 50 won per 1,000 won spent) for KT members, driving telecom customer loyalty to GS25.
• LG U+ (LG유플러스 멤버십)coreGTM or Marketing Partner · 1 July 2025GS25 partners with LG U+ for the LG U+ membership discount program, offering 100 won or 50 won discount per 1,000 won spent at GS25 (VVIP/VIP: 100 won; Excellent: 50 won), up to 10,000 won per month.
• Don Quijote JapanminorStrategic or Co-development Partner · 1 June 2025GS25 exported PB (private label) differentiated products to Japan's Don Quijote in May 2025, marking the first convenience store private-label export from Korea to Japan. GS25 also hosted the first-ever Don Quijote pop-up store in a Korean convenience store in July 2025.
• FC SeoulminorGTM or Marketing Partner · 20 March 2025GS25 opened an FC Seoul-themed specialty store in April 2025, targeting sports fans and creating experiential retail marketing.
• Google PlaymajorTechnology or Integration · 1 March 2025GS25 signed a Google Play partnership in March 2025, marking a strategic technology partnership to enhance digital services and expand reach through app store presence and platform integration.
• Hanwha EaglesminorGTM or Marketing Partner · 1 March 2025GS25 opened a Hanwha Eagles-themed specialty store in March 2025, targeting baseball fans with sports-themed merchandise and experiential retail.
• NetflixminorGTM or Marketing Partner · 1 May 2023GS25 entered a business partnership with Netflix in May 2023 to explore content-driven retail and marketing synergies, leveraging Netflix content popularity for promotional campaigns.
• Meta Comedy (Mubi)minorGTM or Marketing Partner · 1 May 2023GS25 established a Joint Content Production (JCP) with Meta Comedy, Korea's comedy label with 10 million subscribers, in April 2023, to produce original entertainment content for social media and drive brand engagement with younger audiences.

Scale indicators16 records

Recent moves11 records

Expansion highlights7 records

Direct peers

• CU (BGF Retail): CU is South Korea's second-largest convenience store chain operated by BGF Retail, directly competing head-to-head with GS25 in domestic market share, product mix, and franchise structure. CU briefly overtook GS25 in Q2 2025 and is closing the sales gap, making it GS25's most direct rival.
• 7-Eleven Korea (Lotte): 7-Eleven Korea, operated by Lotte, is one of the top convenience store chains in South Korea with a similar franchise model and 24/7 store network. It directly competes with GS25 for store locations, franchisees, and customer share in urban Korea.
• FamilyMart Korea: FamilyMart Korea operates convenience stores in South Korea under license from the Japanese parent, with similar product mix and franchise economics to GS25. It is a smaller but direct competitor in the same Korean convenience store market.
• Ministop Korea: Ministop Korea is the Korean subsidiary of the Japanese Ministop chain, operating convenience stores nationwide with a similar franchise and product offering to GS25. It competes directly in the Korean convenience store market, though at a smaller scale.
• Emart24: Emart24 is the convenience store division of Shinsegae's E-Mart, leveraging the parent group's grocery supply chain to compete directly with GS25 on fresh food and pricing. It is one of the top five convenience store chains in Korea.
• Lawson Korea: Lawson Korea is the Korean licensee of the Japanese Lawson convenience store chain, operating hundreds of stores nationwide. It competes directly with GS25 on store density, fresh food offerings, and franchise attractiveness.

Broad incumbents

• Lawson Japan: Lawson Japan is one of the top three convenience store chains in Japan, comparable to GS25 in product mix (fresh food, private label, services) and store density. It serves as a reference point for the convenience store business model GS25 operates.
• 7-Eleven Japan (Seven & i Holdings): Seven & i Holdings operates 7-Eleven Japan, the global gold standard for convenience store operations and the source of GS25's franchisor lineage (LG25 → GS25). Comparable on scale (~21,000 stores in Japan), private-label expertise, and operational innovation, though geographically separated.
• FamilyMart Japan: FamilyMart Japan is a major Japanese convenience store chain with comparable private-label products, fresh food offerings, and franchise structure. It represents an established Asian convenience store operator comparable in concept to GS25.

Others

• Don Quijote (Pan Pacific International Holdings): Don Quijote is Japan's leading discount retailer and a current strategic partner of GS25 (private-label exports, pop-up collaboration). While not a direct convenience store competitor, it is highly comparable as a discount-retail ecosystem partner and trend-driven private-label innovator in Asia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/channel/UCl0HemfAt7dShJRf59_cuGQ
• Facebookfacebook.com/funGS25
• Instagraminstagram.com/gs25_official
• LinkedInlinkedin.com/company/gs-retail

Compliance10 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about GS25