(English) This project team is composed only of MZ generation employees at GS25 in their 20s and 30s. Based on creativity and autonomy, members of the team take ownership over a series of activities from the product planning stage to design and marketing. The team composed of only MZ employees develops interesting products through a new way of working that disrupts existing work frameworks and has captured the attention of the retail industry. In addition to novel collaborative products, the team has conducted various branding activities that inspire customer sympathy, such as opening a pop-up store for the first time at a convenience store and by establishing a brand worldview unrivaled by other convenience stores.

(Japanese) GS25に勤める20ー30代の若手スタッフで構成されたチーム、ガッセン企画。想像力と自律性をもとに商品の企画段階からデザイン、マーケティングに至るまで、すべての工程を各自が担当。

韓国でMZ世代と称される若手スタッフが殻を打ち破る新しい発想でGS25の商品を開発したことで業界の注目を浴びた。斬新なコラボ商品だけでなく、これまでのコンビニにはない世界観を構築し、コンビニとしては初となるポップアップ・ストアをオープンさせるなど、顧客のニーズを引き出すブランディング活動を行い、多方面で活躍中。