# Multipurpose Korean Snacks GS25 and Cheil's Lifeguard Snack Doubles as Water-Rescue Equipment By Georgia Wray Norsten | Published 2024-09-23 | Social Good Source: Trend Hunter, https://www.trendhunter.com/trends/lifeguard-snack References: [marketing-interactive](https://www.marketing-interactive.com/gs25-cheil-unveil-lifeguard-snack-for-water-safety)  In a clever and quirky partnership, South Korean convenience store chain [GS25](https://www.trendhunter.com/trends/gs25) and '[Cheil Worldwide](https://www.trendhunter.com/trends/seanack)' have teamed up to launch a [unique Korean snack](https://www.trendhunter.com/trends/korean-bbq-flavor) with a purpose -- 'Lifeguard Snack.' This innovative treat satisfies cravings and plays a critical role in promoting water safety awareness across Korea. The Lifeguard Snack, designed as a lifebuoy, is more than just a playful nod to summertime fun. Each bag is paired with educational content about water safety, aiming to keep beachgoers informed about crucial tips for staying safe in and around water. With drowning prevention becoming a growing concern, this snack doubles as an engaging and tasty way to spread lifesaving knowledge. The campaign leans into Korea’s love for snack culture while adding a layer of social responsibility. Combining fun, flavor, and education, the Lifeguard Snack offers a quirky, memorable way to remind people to stay safe, making it a must-have at beaches and pools nationwide. Image Credit: Cheil Worldwide Seoul ## Trend Insights (Trend Hunter) - Score: 6.8/10 - Popularity: 87% | Activity: 87% | Freshness: 29% - Audience gender: 50% men, 50% women - Primary generations: Gen Z, Gen Alpha - Top markets: Asia ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Social Good](https://www.trendhunter.com/socialgood) > [Social Business](https://www.trendhunter.com/socialbusiness) ## Key Themes ### Why This Trend Is Growing - **Multipurpose Snacks:** Snacks that serve dual functions, such as promoting safety, are emerging as innovative, value-added products in the food industry. - **Educational Packaging:** Packaging that includes educational materials about water safety is becoming a novel method to engage consumers on crucial public health issues. - **Socially Responsible Campaigns:** Collaborative efforts between brands to address social issues like water safety reflect a growing trend towards corporate social responsibility in marketing. ### Industries Being Reshaped - **Convenience Stores:** Convenience stores are transforming into platforms for unique and socially impactful products, enhancing their role in community engagement. - **Food and Beverage:** The food and beverage industry is witnessing a rise in products that integrate health and safety education, aligning indulgence with social good. - **Marketing and Advertising:** Marketing campaigns that blend product promotion with social messaging show a dynamic shift towards more meaningful consumer interactions. ## Related on Trend Hunter - [Gargantuan Digital Lifeguards](https://www.trendhunter.com/trends/public-safety-initiative.md) - [Trash-Converting Snack Campaigns](https://www.trendhunter.com/trends/seanack.md) - [Bite-Sized Seaweed Snacks](https://www.trendhunter.com/trends/bitesized-seaweed-snacks.md) - [Snack-Inspired Pool Packs](https://www.trendhunter.com/trends/garden-veggie-splash-pack.md) - [Air-Puffed Kelp Chips](https://www.trendhunter.com/trends/puffed-kelp-chips.md) - [Korean Snack Initiatives](https://www.trendhunter.com/trends/7eleven-korea.md) - [Swimming Lesson Snack Promotions](https://www.trendhunter.com/trends/bear-fruit-snacks.md) - [Korean Home Snacking Lines](https://www.trendhunter.com/trends/e-mart.md) - [Korean Cuisine-Inspired Snack Chips](https://www.trendhunter.com/trends/ruffles-koreanstyle-sweet-spicy-chili.md)