‘귀여운 문학’에 열린 지갑…GS25·민음사 협업빵 완판 행진

A collaboration between GS25 convenience store and publishing house Minyunsa has resulted in a popular line of bread products featuring characters and literary themes. The joint effort, titled ‘귀여운 문학’ (‘Gorgeous Literature’), has seen immediate success since its debut on the 21st. The initial two products, 'Love: A Moka Cake (Moka Number Custard Flavor)' and 'Wailing Like a Pine Marten (Scalded Milk Flavor)', have reportedly seen around 95% of their stock sold.

Customers can now pre-order these treats through the GS25 app, with store owners reporting ongoing reservations for more deliveries. The products have now climbed to the top two spots in GS25's bread category sales. The popularity of the collaboration is attributed to the trend of ‘text hip,’ which centers around personalizing reading experiences, and the wave of collectible merchandise.

Each bread is wrapped with a randomly selected bookmark from Minyunsa's representative literary works, with three bookmarks being exclusive to GS25 locations.

The inclusion of classic literature has been boosted, with 15 bookmarks inspired by the World Library Collection, including works by Goethe, Animal Farm, Les Misérables, Romeo and Juliet, The Mill on the Floss, and others. The remaining bookmarks feature contemporary poetry collections. Additional three products are slated to be released by the end of the month, including 'Pride and Prejudice (Mocha Cream Flavor)' and 'The Little Boy Standing (Scalded Milk Custard Flavor).'

These products can be purchased as a bundle deal of 1+1 through GS25's online platform until the end of the month. According to GS25 sources, the partnership with Minyunsa has generated a significant response, driven by the ‘text hip’ trend and the high value placed on collectible goods.