Guam Collaborates with GS25 and NAVER Pay to Enhance Consumer Engagement and Drive Travel, Here’s All You Need to Know

Published on November 29, 2025

The Guam Visitors Bureau (GVB) is pioneering new approaches in destination marketing with Guam’s first ever marketing partnership with Korea’s biggest convenience store chain, GS25, and NAVER Pay, South Korea’s leading mobile payment platform. Consumers will be able to access Guam’s culture through Guam’s signature food items available in GS25 stores in South Korea. This partnership will enhance consumer engagement and expand travel demand to Guam. This innovative partnership integrates tourism, affordability, retail, and payment technology, broadening Guam’s accessibility to new potential travelers.

Bringing the Taste of Guam to Korean Consumers

To capture the attention of potential tourists and food lovers, the GVB, in partnership with GS25, is offering limited-edition “Guam Collaboration Ready-to-Eat Meals.” These meals reinterpret Guam’s rich culinary traditions with a modern twist, allowing consumers to experience a taste of the island even if they’re not yet able to visit. The promotional campaign is based on the concept “A taste of Guam in one meal,” inviting Koreans to feel the spirit of the island through food in their everyday routines.

These specially designed meals are available at all 18,000 GS25 locations across South Korea, providing broad access to consumers throughout the country. By leveraging GS25’s extensive retail network, the campaign ensures that the Guam experience reaches a wide audience, effectively engaging potential visitors who may not be aware of the island’s unique offerings. The collaboration provides a tangible connection to Guam, helping to bring its food culture into the daily lives of South Korean consumers.

Leveraging Digital Payments and Retail for Seamless Experiences

This collaboration goes beyond just food offerings—it also taps into the power of digital payments. NAVER Pay, a widely used digital payment platform in Korea, has been integrated into the promotional campaign, enabling seamless online and offline payment experiences. NAVER Pay users can take advantage of cashback points when purchasing the collaboration products, further incentivizing participation and enhancing the consumer experience.

The integration of NAVER Pay makes the purchasing process smooth and convenient for customers, adding an extra layer of accessibility and convenience. It also ties in perfectly with GS25’s nationwide retail presence, ensuring that the experience of enjoying a piece of Guam’s culture is simple and straightforward for consumers.

Consumer Engagement Through a Nationwide Promotion

The Guam Visitors Bureau has designed a compelling incentive for consumers participating in this promotion. Customers who buy the Guam collaboration products at GS25 and collect GS ALL membership points will receive digital stamps via the “Our Neighborhood GS” app. After collecting three stamps, participants will be automatically entered into a prize draw with exciting rewards, including a flight-and-accommodation package to Guam, round-trip air tickets, complimentary hotel stays, and GS Pay discount coupons.

This consumer-driven promotion not only incentivizes purchases but also generates excitement around the idea of traveling to Guam. The chance to win a trip to the island adds a tangible reward for those who participate, creating a direct link between the Guam experience and the consumer journey.

A Focus on Guam’s Beauty: Travel Kits and Airport Engagement

In addition to the meals, GS25 stores inside Incheon International Airport are setting up dedicated semi-pop-up zones to promote the Guam collaboration. This presence at the airport provides travelers with an opportunity to explore the collaboration before even departing for Guam. The dedicated zones will allow visitors to experience the island’s charm and warmth, further tying the destination to the travel experience.

Furthermore, a co-designed Beauty Travel Kit, available at participating GS25 stores, will give consumers a taste of Guam’s beauty and wellness culture. The kit has been carefully crafted to offer a taste of the island’s spirit, further promoting the idea of Guam as not only a destination for tourism but a lifestyle brand that can be experienced long before arriving on the island. This unique product provides consumers with a tangible connection to the destination, enhancing the overall marketing strategy and positioning Guam as a must-visit place for relaxation, wellness, and cultural discovery.

Strengthening Guam’s Brand Presence in South Korea

This partnership marks a major milestone for the Guam Visitors Bureau’s strategy to increase brand visibility and tourism demand in South Korea, a key market for the island. By blending retail, tourism, and digital payments, the collaboration represents a forward-thinking model of destination marketing that bridges the gap between everyday consumer culture and travel aspirations. It is not just about promoting a vacation destination; it’s about embedding Guam into the lifestyle of potential visitors, making it a part of their daily routine through food, experiences, and products.

As travel to global destinations becomes increasingly competitive, the integration of cultural promotion with retail experiences is an effective way to build lasting brand recognition. This campaign positions Guam as a vibrant, accessible, and desirable destination, resonating with the aspirations of Korean consumers who value unique cultural experiences, high-quality products, and meaningful travel opportunities.

The Future of Tourism Marketing: Combining Retail, Travel, and Technology

Integrating the strengths of retail, digital platforms, and travel promotion, this collaboration exemplifies new methods for global destination marketing travel’s transformational impact. The practice of destination marketing has shifted from conventional methods of advertising, brochures, and collateral to seamless integrations of digital experiences marketing for the travel industry. Advanced partnerships enable destination marketers to engage consumers in targeted, digital, and interactive marketing.