If you want one answer: GS25's YOUUS has the widest range (500+ items), CU's PBICK has the best limited-edition collaborations, 7-Eleven's 7-SELECT is the most reliable for everyday food, and emart24's I'm e is the premium pick. The fuller answer is that they aren't interchangeable. Korea's four major convenience store chains each run their own private brand line, and in Korea, private brand products aren't seen as cheap alternatives — they're often trendsetters in their own right, designed to be photographed and collected, and limited-edition collaborations routinely sell out.
Snack Seoul covers all four chains — View on Amazon →
Here is what each chain's PB line actually does best.
| Chain | PB line | Best for |
|---|---|---|
| CU | PBICK (rebranded from HEYROO in 2025) | Ramyeon, rice balls, personal care; limited-edition collaborations |
| GS25 | YOUUS | 500+ items, bold flavors, jumbo-size snacks, Korean meal kits |
| 7-Eleven | 7-SELECT | Everyday staples — kimbap, sandwiches, dosirak |
| emart24 | I'm e | Premium — fresh bakery, salads, meal kits |
CU — PBICK, GET Coffee, CUBAR
PBICK stands for Private Brand Innovation CU Korea. It's a unified line covering snacks, drinks and daily goods, with a focus on value and eco-conscious packaging. CU also runs GET Coffee (bottled and canned café drinks) and CUBAR (flavored soju, RTD cocktails, imports). CU is the chain most known for limited-edition collaborations — Yonsei milk cream bread, K-drama themed snacks. A handful of CU locations are worth visiting as destinations in their own right — see which convenience stores in Seoul are worth visiting.
GS25 — YOUUS
The broadest line of the four, covering more than 500 items from spicy instant noodles to beauty products. The concept is "you and us together," and the range leans toward bold flavors, jumbo-size snacks and full Korean meal kits. Frequent collaborations with Seoul Milk and Michelin-starred chefs.
7-Eleven — 7-SELECT
The most restrained of the four. Where other chains lean playful, 7-SELECT focuses on reliability and everyday value — kimbap, sandwiches, lunchboxes. Recently expanded into desserts and cup noodles.
emart24 — I'm e
The premium option. Fresh bakery, salads, meal kits and better ingredients, with the "I'm e Reserve" line going a step above typical convenience store food. If you'd rather stock up on packaged versions of Korean snacks in bulk rather than one at a time, see what to buy at a Korean mart instead.
How to spot a deal
Look for shelf tags marked 1+1 (buy one, get one free) or 2+1 (buy two, get one free). These rotate constantly and apply to drinks, snacks and some fresh food.