GS25 Convenience Stores, operated by GS Retail, announced on 18 June that it will produce and support SBS’s Friday-Saturday drama “Backstreet Rookie,” which will begin its first broadcast at 10:00pm on 19 June. GS Retail expects to improve its brand image through natural exposure.
Planned as a 16-episode series, “Backstreet Rookie” is an unpredictable comic romance about lively Jung Saet Byeol (Kim Yoo Jung) becoming a part-timer at the GS25 Jongno Sinsung branch, a convenience store run by Choi Dae Hyun (Ji Chang Wook), a clumsy but handsome store manager. Leading actors Kim Yoo Jung and Ji Chang Wook visited GS Retail’s headquarters to receive the same education and practice as GS25’s store managers, such as product screening, ordering, and customer reception, adding to the sense of reality.
GS25 expects that it will help improve its brand image with realistic episodes that may occur at convenience stores, as well as natural exposure to GS25’s various self-branded (private label) products and differentiated services directly used by the main characters.
“The convenience store that has evolved into a complex convenience space leading the trend, will make every effort to play a central role in cultural contents reflecting modern people’s lives and consumer life,” said the manager of GS25 Marketing Team Han Dong Seok.
Translated from Korean to English by cherkell; there may be slight inaccuracies.