Convenience Store Industry Targets Asian Cup Soccer Fans with Shocking 'Chimaek' Discounts

CU, 6 Cans of 500ml Canned Beer for 15,000 Won
Seven Eleven Also Offers Up to 30% Off Imported Beer
Discounts on Side Dishes Like Whole Chicken for 6,900 and 9,000 Won

The domestic convenience store industry is targeting soccer fans ahead of the Asian Cup opening on the 12th. They are holding discount events on high-demand items during sports tournaments, such as chicken and alcoholic beverages.

CU, a convenience store operated by BGF Retail, announced on the 10th that it will hold discount events this month to commemorate the opening of the Asian soccer tournament for customers. On the same day, Seven Eleven also announced that it will conduct large-scale discount promotions focusing on products with high demand during international sports events in celebration of the Asian soccer tournament.

Convenience store CU, operated by BGF Retail, announced on the 10th that it will hold a discount event for customers this month to celebrate the opening of the Asian Football Championship. A customer is selecting beer at CU. [Photo by BGF Retail]

CU’s discount event period runs from the Korean national team’s first match on the 15th until the end of this month. Seven Eleven will start its discounts from the Asian Cup opening day on the 12th.

Both convenience stores highlighted alcoholic beverages such as beer and wine, as well as side dishes, as their main discounted items. CU will offer discounts on seven types of imported beers including Heineken, Budweiser, Guinness, Stella, and Hoegaarden. Through the discount, customers can purchase six 500ml cans of beer for 15,000 won. They will also discount beer products such as Cass, Kelly, Carlsberg, and J?ger. Seven Eleven will offer up to 30% off popular imported beer bundle products like Stella Artois, Heineken, and Asahi. On the days when the South Korean national soccer team plays (the 15th, 20th, and 25th), they will discount four types of domestic beer (500ml) bundle products including Cass and Kloud Draft by more than 25%.

Ready-to-eat chicken and side dishes are also key discounted items. CU will sell a Giant boneless chicken at a 2,000 won discount for 6,900 won on match days. Fried chicken boxes will also be offered at a discounted price of 8,500 won. Some side dishes such as half-smoked chicken and Little Kuiman Jumbo will be sold at special prices and through buy-one-get-one-free (1+1) promotions.

Seven Eleven will sell a whole fried chicken at a 30% discount for 9,000 won on days when South Korea’s matches take place.

Seven Eleven announced on the 10th that it will conduct a large-scale discount promotion focusing on products with high demand during international sports events in celebration of the Asian Football Championship.
[Photo by Seven Eleven]

The convenience store industry is launching discount events ahead of the Asian Cup because sales growth effects appear before and after international sports events. CU’s analysis of hourly sales trends on major match days during last year’s Asian Games showed that sales increased by up to 45% compared to the previous month during the hour before the game started.

The items with increased sales during sports events were also alcoholic beverages, snacks, and side dishes. During the Asian Games, CU’s sales of alcoholic beverages increased by 35.0% compared to the previous month. This was followed by ▲side dishes 32.7% ▲snacks 24.9% ▲beverages 19.7%. At Seven Eleven, on the day of the 2022 Qatar World Cup match against Ghana, sales of non-alcoholic beer and beer increased by 200% and 150%, respectively, compared to the same day of the week before the tournament. Sales also increased in the following order: ▲squid products 100% ▲chicken 80% ▲snacks 70% ▲carbonated drinks 50%.

Jinyoungho, head of BGF Retail’s product division, said, “We have prepared various events to support the success of our athletes and to further ignite the public’s enthusiasm for cheering. CU will fulfill its role as the closest national cheering platform through various events that help customers shop economically.”

Nam Geonwoo, MD in charge of beverages and alcoholic drinks at Seven Eleven, said, “With world-class players aiming for the first championship in 64 years and the Korean matches mainly broadcast on weekend evenings, high demand for chicken and beer is expected. Seven Eleven planned this event to join the national cheering campaign and wishes for the great performance of our national team.”

Meanwhile, the 2023 Asian Football Confederation (AFC) Qatar Asian Cup, featuring Asian countries, will open on the 12th. The South Korean national soccer team, challenging for the Asian Cup title for the first time in 64 years, will play its first match against Bahrain on the 15th.

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