The Guam Visitors Bureau has launched a three-way partnership with GS25 and NAVER Pay to strengthen brand awareness and drive travel demand to Guam, officials announced. GS25, Korea’s largest convenience-store chain with more than 18,000 locations, and NAVER Pay, a leading digital payment platform, will work with GVB to integrate Guam-related products and promotions into consumers’ daily routines across the country.
As part of the collaboration, GS25 is offering limited-edition “Guam Collaboration Ready-to-Eat Meals,” which reinterpret elements of Chamorro cuisine under the theme “A Taste of Guam in One Meal.” The nationwide rollout places Guam-themed meals in all GS25 stores, reinforcing the island’s presence in everyday consumer choices. NAVER Pay users can also earn cashback when purchasing the products.
A nationwide promotion running through Nov. 30 allows GS25 customers to earn digital stamps through the “Our Neighborhood GS” app, entering them into a drawing once three stamps are collected. Prizes include a Guam flight-and-hotel package, round-trip airfare, complimentary hotel stays and GS Pay discount coupons. At Incheon International Airport, a semi pop-up zone is offering discounts on a co-designed Beauty Travel Kit, giving travelers a Guam-themed experience before departure.
GVB President and CEO Régine Biscoe Lee said the partnership represents a new model of public–private collaboration that blends tourism, retail and digital platforms. She said the initiative not only strengthens Guam’s brand visibility but also embeds elements of the island into consumers’ daily lives. The effort aims to position Guam as both a travel destination and a lifestyle brand woven into everyday culture in the Korean market.