이정표 상무
Lee Jeong-pyo

VP & Head of Marketing Division | GS Retail

Lee Jeong-pyo began his career at Cheil Worldwide and has over 22 years of experience leading brand marketing at major companies including SK Planet, CJ Group, CJ CheilJedang, and LG Electronics. He is one of the few marketers to have led campaigns for Korea’s most prominent rival brands — Samsung and LG, KT and SK Telecom — and has driven branding for household names like Bibigo, Hetbahn, Coway, and Hite.

Currently serving as the Head of Marketing at GS Retail, he oversees all marketing across GS25, GS The Fresh, private label (PB) branding, IP and celebrity collaborations, corporate membership programs, retail media, and digital marketing initiatives.

Notable achievements include:

  • Launching the GS Neighborhood App, Korea’s top offline retail O4O platform
  • Strategic partnerships with Kakao, Baemin, and leading quick-commerce delivery services
  • Leading marketing innovation with campaigns like:
    • Netflix Collaboration Products
    • “Hyeja Dosirak” Rebranding
    • “Door to Seongsu” Pop-up Series
    • Building GS25’s 2M+ social media fandom

He is widely recognized for creating “first, best, and different” campaigns in Korea’s retail industry.

Why Did Netflix Go to the Convenience Store?

Since the surprising announcement of their partnership in 2023, Netflix and GS Retail have created an unprecedented success story in content-IP collaboration marketing. Over the past three years, GS25's exclusive F&B products — featuring Netflix IPs such as "Black and White Chef" and "Squid Game" — have sold more than 30 million units, generating over 80 billion KRW in revenue. The brand value created through this collaboration is estimated to be ten times greater.

The success of this partnership didn’t stop in Korea. These collaborative products have now expanded into over 10 countries, establishing themselves as a prime example of K-content marketing on a global scale.

At CMS 2025, Lee Jeong-pyo, VP and Head of Marketing at GS Retail, and Oh So-young, Director of Product & IP Partnerships at Netflix Korea, will take the stage in a live fireside conversation. Together, they’ll share behind-the-scenes stories from this groundbreaking collaboration — from strategic planning to unforgettable episodes — and how they turned convenience stores into content platforms.

Key Topics Include:

  • “Netflix Lifestyle, Powered by GS25”: How GS25 became the lifestyle extension of Netflix for everyday consumers.
  • “Netflix & Popcorn, at Home Not the Theater”: The story of Black and White Chef, bringing gourmet-style meals to convenience store shelves.
  • “From Squid Game to Global K-Food”: How a viral series turned dalgona candy into a global snack trend.