CU and Emart24 Launch Dessert-Focused Shops While GS25 Bets on Bargains
Convenience stores are evolving from quick-stop shops into foodie, experiential hangouts
South Korea’s convenience-store scene is shedding its grab-and-go image and fast becoming K-dessert hubs — a shift that’s kicked off a fierce fight for customers. Even as the economy slows and spending tightens, demand for sweets has stayed strong, so chains are leaning into distinctive K-desserts to lure shoppers and sharpen their brand appeal.
Industry sources said on March 14 that CU and Emart24 are doubling down on in-person experiences with specialty locations, while GS25 is chasing customers with aggressive value items to win in a high-inflation market.
On March 12, CU opened the CU Seongsu Dessert Park in Seongsu-dong, Seoul, a roughly 36-pyeong space (about 1,281 sq ft). The dessert-focused outlet carries about 30% more sweet items than a typical branch and even lets visitors build their own treats in a DIY experience zone.
CU is treating desserts as its next growth engine. Last year, CU’s dessert sales jumped 62.3% year over year. “With global interest in K-desserts on the rise, Seongsu Dessert Park brings together CU’s product-planning strengths and trend responsiveness in one destination,” a BGF Retail representative said.
Emart24 unveiled its Dessert Lab Seoul Forest near Seoul Forest the day before. The shop channels Seongsu-dong’s signature red brick to create a cozy, bakery-like vibe. It includes a wine-pairing zone that recommends nonalcoholic wines for desserts and a terrace designed for photos.
Emart24 plans for the space to act like a dessert showroom, selling exclusives from trendy brands like Chiple. The store will also spotlight local studios and offer discounted delivery fees, positioning itself as a platform that supports neighborhood businesses.
GS25 is taking a different tack: competing on price. On March 6, GS25 launched the Hyejaroun Dessert series at a uniform price of 1,500 KRW (about $1.13), a move aimed at countering rising bakery prices during what’s been dubbed “breadflation.”
Starting with soboro peanut cream bread and red bean cream bread, GS25 plans to add four more items this year. “We started from the insight that bread is one of the products customers feel most affected by when prices rise, so we focused on developing items that deliver both value and quality,” a GS Retail official said.
