On a chilly evening in late February 2026, the halls of Anna’s House—a social welfare institution nestled in Seongnam, Gyeonggi Province—buzzed with an unusual warmth. The source? A collaborative event titled “A Warm and Special Meal Shared by GS Retail and Edward Lee,” where the love and support of countless customers found their way to some of the city’s most vulnerable residents. It was more than a simple meal; it was a testament to how business success can ripple outward, transforming into tangible acts of care for those in need.
GS Retail, a leading convenience store operator in South Korea, organized this heartening event as a gesture of gratitude for the overwhelming support received by its GS25 Edward Lee collaboration products. Since their launch in December 2025, these ready-to-eat meals—created in partnership with world-renowned chef Edward Lee—have flown off the shelves. According to Economy Science and Smart Today, the collaboration series sold a cumulative 2.2 million units in just two months, with the flagship “Edward Lee Pork Rib & Hamburg Lunchbox” alone accounting for an impressive 800,000 sales.
But the real magic unfolded at Anna’s House on February 24, 2026, when GS Retail’s CEO Heo Seo-hong, the company’s volunteer group “GS Nanumi,” Chef Edward Lee, and Father Kim Ha-jong—the driving force behind Anna’s House—rolled up their sleeves. Together, they prepared and served 600 hearty dinners based on the popular lunchbox. The menu? A comforting combination of hamburger steak and barbecue pork ribs, all elevated by Chef Lee’s signature beef ssamjang sauce. As a thoughtful finishing touch, each diner also received a collaboration kimbap roll, ensuring the warmth of the meal lingered long after the plates were cleared.
The event was not just about food—it was about connection. Volunteers didn’t simply drop off boxed meals and leave; they were hands-on from start to finish. As reported by The Fair News, the team handled everything from cooking and serving to dishwashing and cleanup, working side by side with Anna’s House staff. This level of involvement stood in stark contrast to more perfunctory acts of corporate charity, signaling a genuine commitment to making a difference on the ground.
Chef Edward Lee, whose culinary creations have sparked what some are calling the “Edward Lee syndrome” in the convenience meal market, expressed deep appreciation for the chance to give back. He reflected, “It was meaningful to share the abundance, love, and care embodied in Korean food with our neighbors.” His sentiment echoed throughout the event, as recipients enjoyed not just a meal, but a sense of dignity and belonging.
Anna’s House, the host of this gathering, has long been a lifeline for Seongnam’s marginalized communities. The institution operates a soup kitchen that meets basic nutritional needs, but its mission extends further. It runs group homes, youth centers, and independence support centers, offering shelter and guidance to young people in crisis and supporting the self-reliance of vulnerable groups. As Youth Daily notes, Anna’s House is a place where practical help and compassion go hand in hand.
This wasn’t the first time GS Retail and Anna’s House joined forces. Back in April 2023, GS Retail donated 600 “Heja Lunchboxes,” laying the foundation for what has become an ongoing partnership rooted in empathy and action. The 2026 event, however, felt especially poignant, coming on the heels of the unprecedented popularity of the Edward Lee collaboration meals.
The impact of these ready-to-eat products extends beyond mere convenience. As The Fair News observed, “The enjoyment of 2.2 million consumers transformed into a warm comfort on the tables of Anna’s House, revealing the true value of K-convenience meals.” It’s a powerful reminder that everyday purchases can, in the right hands, be redirected to address urgent social needs.
GS Retail’s approach to corporate social responsibility is encapsulated in the words of Kwak Chang-heon, head of the company’s sustainability management division. He stated, “Our first priority in the way we work is ‘customer first,’ and this applies equally to social contribution. GS Retail will do its best to provide practical help to those who need it on site.” His emphasis on on-the-ground support, rather than distant or symbolic gestures, resonated with those present at Anna’s House and with observers across the country.
The event also highlighted the role of collaboration and community in tackling social challenges. The presence of both corporate leaders and grassroots volunteers, working shoulder to shoulder, sent a clear message: meaningful change requires more than financial resources—it demands time, effort, and heart. Father Kim Ha-jong, who has dedicated years to running Anna’s House, welcomed the partnership, underscoring the importance of sustained, practical support for those on the margins.
For many of the 600 recipients, the meal was more than sustenance. It was a rare moment of recognition and care, delivered with a personal touch. The inclusion of Chef Lee’s special recipes and the hands-on service from GS Retail’s team helped to break down barriers between giver and receiver, replacing anonymity with genuine human connection.
The story of this event has reverberated well beyond Seongnam. It’s sparked conversations about the evolving role of convenience store food in Korean society. No longer viewed solely as a quick fix for busy urbanites, these meals are now seen as potential vehicles for social good. The “Edward Lee syndrome” may have started as a marketing phenomenon, but its ripple effects are being felt in soup kitchens and shelters, where the need is greatest.
As the evening at Anna’s House drew to a close, the volunteers packed up their aprons and the last of the dishes were washed, but the spirit of the event lingered. For GS Retail, the success of their products has become a springboard for broader community engagement. For Anna’s House and its residents, the memory of a shared meal—prepared and served with care—will endure long after the taste has faded.
In a world where corporate philanthropy can sometimes feel distant or performative, the partnership between GS Retail, Chef Edward Lee, and Anna’s House stands out as a model of what’s possible when success is measured not just in sales, but in shared humanity. It’s a recipe worth repeating.