GS25 gave its store-brand font away for Hangul Day — free for commercial use

Hyejarooun — GS25's value ready-meal line that began with a 2010 dosirak developed with actor Kim Hye-ja, whose bang-for-your-buck reputation spawned the slang 'hyejaropda', to get more than you paid for — had been rebranded with a custom face built to express the satisfaction of choosing it.

Give everyone the rebrand's own typeface: a free, no-attribution commercial font that plants the ready-meal brand's lettering across Korea's daily design.

The rebrand's typeface was finished as GS Hyejarooun and released free on Hangul Day (October 9, 2026) through GS25's official Instagram and a QR-linked download site. The licence allows commercial and non-commercial use — printed materials, advertising, packaging — with no attribution required; only selling the font file or redistributing modified versions is barred.

No adoption figures published with the announcement. The brand the face carries passed 540 million cumulative units sold through September 2026.

GS25 marked Hangul Day by releasing GS Hyejarooun, the custom typeface developed for its ready-meal brand's rebrand, as a free public download. The licence is unusually open: individuals and companies may use it commercially — printed materials, advertising and packaging — with no attribution required, and the only restrictions are selling the font file itself or redistributing modified versions. Distribution runs through GS25's official Instagram and a QR-linked site from October 9, 2026.

The face is built to capture, in the company's words, the satisfaction customers feel when they choose a Hyejarooun product — the line known for reasonable prices and generous portions. The brand traces to a 2010 dosirak launched with actor Kim Hye-ja, whose value-for-money image gave rise to the slang 'hyejaropda'; the range has since spread across kimbap, rice balls and bread, and passed 540 million cumulative units sold through September 2026.

Lee Jeong-pyo, head of the marketing division at GS Retail, framed the giveaway as a way to establish Hyejarooun as a brand customers 'use and experience directly in more moments of their daily lives' — every menu, flyer or sign set in the free font reproduces the brand's lettering without GS25 paying for the placement.

The typeface already existed — the rebrand paid for it — so releasing it converts a sunk cost into distributed brand presence at almost no marginal cost.

No-attribution commercial licensing maximises adoption: small businesses and creators will set the brand's letterforms for free, without credit, across everyday design.

Hangingul Day gives the release a cultural occasion, aligning a convenience-store private brand with the script itself rather than with a discount promotion.

A brand font given away works like open source: every free commercial adoption — menus, posters, streams — is unpaid media carrying the brand's voice into places ads never reach.

GS Hyejarooun went live on Hangul Day, October 9, 2026, via GS25's Instagram channel and a QR-linked download site. No adoption or usage statistics accompanied the announcement; the Hyejarooun line whose identity it carries had passed 540 million cumulative units sold through September 2026.