Chicken Was in High Demand During This Year's Chobok and Jungbok Periods

bhc 'Bburinkle Combo'. Photo by bhc Chicken

[Asia Economy Reporter Moon Hyewon] Chicken is being recognized as the most popular food that consumers enjoy during the early and middle Boknal (the hottest days of summer) this year.

According to the dining franchise industry on the 23rd, bhc Chicken analyzed sales during this year's Boknal (early and middle) and found that chicken sales increased by 39% compared to the previous year.

On the early Boknal day, the 11th of this month, sales increased by 25% compared to the same period last year and rose by 55% compared to the same day of the previous week.

For the middle Boknal on the 21st of the same month, sales increased by 55% year-on-year and surged by 133% compared to the same day of the previous week, showing an explosive order volume. In particular, considering that last year's middle Boknal fell on a Sunday, which usually has high order volumes, bhc Chicken explained that this year's explosive sales growth is even more significant.

bhc Chicken evaluates that chicken is gaining more attention as a Boknal food with each passing year. This is analyzed by bhc Chicken as being due to the MZ generation, who value conscious consumption, choosing chicken that suits younger tastes as an alternative to the traditional Boknal health food, Samgyetang (ginseng chicken soup).

Also, following the trend where early Boknal showed the highest daily sales in 2019 and July last year, this year again, middle Boknal recorded the highest sales this month, continuing the Boknal special demand.

The best-selling menu during this year's early and middle Boknal was the ‘Combo Series,’ a partial meat menu consisting only of chicken wings and drumsticks, while the second best-selling menu was ‘Bburinkle,’ which also showed high popularity as a menu suitable for Boknal.

bhc Chicken expects that the ‘Boknal special demand’ has firmly taken root in the chicken industry due to the recent consumer trend of established delivery culture and the spread of the perception of ‘chicken on Boknal’ mainly among young people, and that this special demand will continue for the time being.

A bhc Chicken official said, “Not only the chicken industry but also other dining brands that sell chicken are fiercely competing in marketing by holding discount events to capture the Boknal special demand.”