Chicken Sells Well Among 'Jipgwanjok'... Sales Already Stirring During the 'World Cup Boom'

BBQ Sees 20% Increase in Store Sales Compared to Last Week Since World Cup Kickoff
Industry Expects Chicken Delivery to Rise Due to Unusual Winter World Cup
Korean Team Matches Mainly at Night... Delivery Volume Predicted to Increase

Genesis BBQ's new product, Jamaica Sotteokmannachi Chicken. Photo by BBQ

[Asia Economy Reporter Moon Hyewon] The chicken industry is buzzing as the year-end peak season, the World Cup, approaches. This World Cup features South Korea’s matches scheduled between 10 PM and midnight, leading the industry to expect a significant surge in sales of chicken, the top late-night snack. Companies are launching new products and running events to capitalize on this peak season.

According to the chicken industry on the 24th, Genesis BBQ reported that nationwide store sales increased by 20% during the World Cup match period from the 21st to the 23rd compared to the previous week.

Also, anticipating increased demand for chicken ahead of South Korea’s first World Cup match at 10 PM that day, BBQ franchise owners (family) nationwide increased their logistics orders by 20% compared to last week.

The World Cup, held every four years, is the biggest peak season for the chicken industry. Chicken ranks among the top-selling foods during the World Cup period. During the 2018 Russia World Cup, the chicken industry enjoyed a significant “World Cup boom.” On June 18, the day of South Korea’s first match against Sweden, bhc’s sales more than doubled compared to the previous week, and sales nearly doubled again during the second match against Mexico and the third match against Germany. BBQ’s sales jumped 110% compared to the previous week right after the first match, and Kyochon Chicken’s sales increased by 60%.

The industry expects similar strong results this year, especially since the sales growth during the Russia World Cup was mostly seen during late-night hours. South Korea’s matches are scheduled at 10 PM on the 24th and 28th, and at midnight on December 3rd. These times are ideal for consumers to enjoy a late dinner after work or to have “chimaek” (chicken and beer) after dinner.

Moreover, since this World Cup is unusually held in winter, rather than cheering in the streets as in previous years, more people are expected to watch the matches at home while ordering food and drinks like chicken delivery, forming a so-called “home-viewing tribe.” Although the Red Devils cheering squad and some local governments have planned street cheering events, the scale has been greatly reduced due to the Itaewon tragedy, leading many soccer fans to prefer watching the World Cup on TV at home, according to industry analysis.

Therefore, the industry is actively preparing to welcome customers by extending operating hours and other measures to accommodate the late-night matches.

For example, Kyochon Chicken’s Dongdaemun store operates 24 hours, but other franchise stores are flexibly adjusting their hours. The recommended operating hours are from noon to midnight, but some franchises have adjusted to operate from 2 PM to 2 AM.

BBQ and bhc are in similar situations. Since South Korea’s group stage matches are held at 10 PM and midnight, franchise owners plan to autonomously adjust their operating hours.

New product launches and various promotions are also ongoing. BBQ has already released a new product called “Jamaica Sotteokmanna Chicken.” Launching a major new product in November, a low season for the chicken industry, is considered unusual. Recently, bhc introduced a chimaek set consisting of chicken and two bottles of Terra beer.

This content was produced with the assistance of AI translation services.