GS25 Teams Up with Virtual Idol PLAVE to Launch 9 Collaborative Products and Operate a Semi-Pop-Up Store

GS25 is launching a series of collaborative products in partnership with the virtual idol group PLAVE, alongside operating an offline semi-pop-up store. This collaboration is part of a strategic effort to offer differentiated products and space-based marketing tailored to K-POP fans.

PLAVE is a five-member boy group that made its Debut in 2023. With their second single album “PLBBUU,” they achieved initial sales of over 1 million copies, becoming the first virtual idols to record a million-selling album. GS25, operated by GS Retail, has entered into a partnership with PLAVE—whose albums became million-sellers as the first virtual idols—to introduce these collaborative products.

GS25 will release a total of 9 PLAVE collaboration products, starting with bread items, followed by Kkokkon corn flavor snacks, photo ID set, sweet potato chews, and T-Money transit cards. Each product includes random limited-edition goodies such as stamps, stickers, photo cards, and member-specific photo IDs, enhancing its collectibility.

The bread products include Yejun’s blueberry roll, Noah’s lemon pound cake, Bamby’s peach cream donut, Eunho’s apple pastry, and Hamin’s melon cream chewy bread. Each package features the members’ unique colors and symbolic elements to reflect PLAVE’s distinct identity.

GS25 will operate semi-pop-up stores at 8 key locations, utilizing PLAVE’s IP. These stores will sell not only the collaborative products but also character goodies such as diorama stands, acrylic stands, and metal badges, aiming to satisfy both fans’ desire for experiences and their interest in collecting items.

Cho Sung-soo, manager of GS Retail’s Trendy Product Differentiation Team, said, “The collaboration between GS25 and PLAVE is an example of combining fan-based IP with convenience store products and physical spaces.” He added, “By offering a differentiated shopping experience, from product selection to the semi-pop-up stores, we will continue to expand our customer reach.”