GS25’s efforts to provide new experiences to customers, beyond simply selling products, have been proven by the numbers. It’s necessary to take a deep dive into GS25’s strategy, which stands out in fierce competition.

GS25’s Q1 Performance: A Victory for the ‘Strengthening Internal Capabilities’ Strategy

GS25 recorded sales of 2.0863 trillion won in the first quarter of this year, a 3.7% increase compared to the same period last year. What’s more noteworthy is that operating profit surged by an impressive 23.8% to 21.3 billion won. Existing store sales also increased by 4.7%, which is analyzed as a result of focusing on improving the efficiency of existing stores instead of competing for store expansion.

• Expansion of Fresh Food-Focused Stores: Stores that enhanced fresh food offerings had 1.6 times higher average daily sales compared to regular stores, and their number expanded to 836.
• Scrap-and-Build Strategy: The ‘scrap-and-build’ strategy, which boldly closes unprofitable stores and relocates and reopens them in large, prime locations, significantly contributed to improving profitability.
• Surge in Foreign Tourist Sales: Driven by the K-culture craze, convenience store usage by foreign tourists surged. GS25’s Q1 foreign payment sales increased by 73% year-on-year, setting a new record.

As such, GS25 is actively responding to market changes with a strategy focused on substantial sales and profitability growth, rather than simply expanding its external appearance.

Targeting MZ Generation with IP Collaboration? The Super Mario Galaxy Effect

In May of this year, GS25’s collaborative products with the global hit ‘Super Mario Galaxy’ received an explosive response immediately upon release. In particular, lunchboxes containing limited edition merchandise caused a complete sell-out. This is GS25’s clever strategy to provide customers with special experiences and collectible value, beyond simple character products.

• Launch of Diverse Collaborative Products: A total of 9 collaborative products, including Super Mario lunchboxes, Mushroom Pizza Sandwiches, and Mario 3-Tier Power-Up Burgers, were sequentially released.
• Limited Edition Keycap Giveaway: Super Mario lunchboxes come with one random keycap out of 13 main characters like Mario, Luigi, and Yoshi, stimulating the desire to collect.
• Differentiated MD Strategy: Through its collaboration with ‘Super Mario Galaxy’, GS25 is strengthening its differentiated merchandise planning (MD) strategy and focusing on expanding IP partnerships.

Such IP collaborations accurately tap into the ‘funsumer’ psychology of MZ generation consumers, making visiting convenience stores an enjoyable experience, like a game. In fact, this strategy of ‘freeze-drying’ customer experiences has been quite successful.

Win-Win Coexistence with Franchisees, GS25’s Sustainable Management

GS25 also does not neglect its efforts for win-win coexistence with its franchisees. Through the 2026 mutual growth support system, it is striving to improve franchisee profitability and the quality of life for store owners. This seems to be a commitment to building a sustainable management model where the convenience store headquarters and franchisees grow together.

• Increased Inventory Disposal Support Limit: Reflecting the trend of shorter product lifecycles, the annual inventory disposal support limit per store has been raised to 1.08 million won, the highest in the industry.
• Expanded Franchisee Welfare Programs: Considering the increasing number of long-term operating stores, the ‘Health and Psychological Care Program’ for franchisees’ health and psychological well-being will be expanded.
• Enhanced Operational Support: The scope of support for improving hygiene and facility management, such as water purifier filter replacement and drainage facility management, will be expanded, and embezzlement insurance and parcel theft insurance will continue to be provided for operational stability.

They understand well that supporting franchisees to operate their stores stably ultimately leads to the competitiveness of the entire GS25 brand.

Ultimately, GS25 is setting new standards in the convenience store industry with strategies that accurately penetrate changing market trends and consumer desires, going beyond being a simple distribution channel. It remains to be seen how far these actions – strengthening internal capabilities, adding freshness with bold IP collaborations, and not neglecting win-win coexistence with franchisees – will take GS25 in the future.

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In fact, the iPhone 17 series attempted comprehensive changes compared to its predecessor, from its lineup configuration to design and performance. In particular, the introduction of the ‘Air’ model and the radical upgrade of the base model are widely seen as leading to unexpected results. It’s a moment that naturally elicits exclamations of ‘역시 애플’ (As expected of Apple).

Lineup Reorganization and Bold Design Innovation Kicked Off by the ‘Air’ Model

The iPhone 17 series delivered a fresh shock to the market by introducing a new lineup called ‘iPhone 17 Air’ instead of the existing ‘mini’ and ‘Plus’ models. This Air model is Apple’s first ultra-slim iPhone, boasting the thinnest design in iPhone history, measuring only about 5-5.5mm thick. This is more than 30% thinner compared to the iPhone 16 Pro’s 8.25mm. This appears to be a strategic move, not just about being thinner, but clearly targeting consumers who prioritize portability and design.

• New Lineup Configuration: iPhone 17, iPhone 17 Air, iPhone 17 Pro, iPhone 17 Pro Max
• Air Model Features: Ultra-slim design (5-5.5mm), 6.6-6.7-inch screen, 48-megapixel single camera
• Pro Model Positioning Change: With the Air model taking on a luxurious design, the Pro model has been re-positioned to focus on professional-grade performance.

This bold lineup reorganization broadened consumer choice while more clearly highlighting the characteristics of each model. In particular, the Air model is evaluated as having established itself as an independent premium lineup.

‘Radical’ Pro-Grade Upgrades for the iPhone 17 Base Model

In fact, the base model played a significant role in driving iPhone 17 series sales. Apple equipped the iPhone 17 base model with a large number of ‘Pro’-grade specifications, enticing consumers to open their wallets. The most notable change is the application of a 120Hz ProMotion display and Always-On display technology to the 6.3-inch OLED display. These were features previously only available on Pro models. Thanks to this, base model users can now enjoy a smoother and more vibrant screen experience.

• Significantly Improved Display: 6.3-inch OLED, 120Hz ProMotion, Always-On display support
• Increased Base Storage: The 128GB option was removed, starting from 256GB, with the price frozen at $799, effectively resulting in a price reduction.
• Front Camera Upgrade: Equipped with an 18-megapixel Center Stage front camera, significantly improving selfie quality.

These changes made the iPhone 17 base model an attractive option for consumers who prioritize ‘value for money.’ Analysis also suggests that the base model absorbed demand for the Pro model.

Powerful Synergy from the A19 Chip and ‘Apple Intelligence’

The core of the iPhone 17 series is undoubtedly its powerful performance. Equipped with Apple’s next-generation chipsets, the A19 and A19 Pro, it offers approximately 15-20% improved performance compared to its predecessor. In particular, the Pro models feature a vapor chamber cooling system and an aluminum unibody frame, significantly improving thermal management, and with 12GB of RAM, they boast overwhelming sustained performance.

Camera performance is also an indispensable part. The Pro models feature a 48-megapixel triple rear camera system, with the telephoto camera supporting 4x optical zoom and 8x digital zoom, showing excellent results even in low-light conditions. Furthermore, with Apple’s newly introduced ‘Apple Intelligence’ integrated across the entire lineup, the user experience has evolved once again. Battery life has also been improved across all models, with the iPhone 17 Pro Max notably recording up to 35-37 hours of video playback, proving its ‘excellent’ battery performance.

• Next-generation A19/A19 Pro Chipsets: Based on 3nm process, 15-20% performance improvement over predecessor
• Enhanced Pro Camera: 48-megapixel telephoto camera (4x optical zoom, 8x digital zoom), improved low-light performance
• ‘Apple Intelligence’ Integration: Combined with iOS 26, providing a smarter and more personalized user experience
• Revolutionary Battery Life: Increased usage time across all models due to high-density battery cells and A19 chip’s power efficiency, Pro Max capable of up to 37 hours of video playback

Ultimately, the iPhone 17 series’ overwhelming success in the global market was not merely about launching new models, but rather the result of accurately understanding diverse consumer needs and attempting bold changes. This makes us even more curious about Apple’s next move.

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