Olympic 'Matketing'... Home Support with 'Chimaek' Wins Gold Medal

Increase in Home Spectators... Convenience Store Beer and Delivery Chicken in Korea's Game Time Are Selling Like Hotcakes

As concerns over the spread of COVID-19 led to a more subdued Olympic cheering compared to previous years, chicken and beer remained essential for each household's 'contactless cheering.' Sales peaked during the time slots before the South Korean national team’s matches, and convenience store chicken delivery services also saw a significant increase.

South Korea’s Archery Gold Hunt Boosts Convenience Store Beer Sales

According to the distribution industry on the 26th, from July 22, when the group stage match between the South Korean football team and New Zealand took place, through the opening ceremony on the 23rd, badminton and swimming events on the 24th, and the women's archery team final on the 25th, beer sales at GS25 convenience stores increased by 48.3% compared to the previous week over these four weekend days.

Convenience store cooked chicken sales rose by 44.7%, and side dish sales increased by 37.1%. In particular, on July 22 and 25, when the national football team matches were held, 'chimaek' (chicken and beer) sales surged to about twice the usual volume. GS25’s delivery service usage also rose by 1.3 times compared to normal, with the two whole chicken products, ‘Ssonsal Chicken Spicy’ and ‘Ssonsal Chicken,’ ranking first and second in delivery sales.

At CU convenience stores during the same period, beer sales increased by 30.6% and dried side dish sales by 34.5% compared to the previous week. Delivery sales also jumped about 35% compared to the same weekdays the previous week. Chicken franchises BBQ and Kyochon Chicken also saw sales increase by 10-15% compared to the previous week.

At E-Mart, beer sales from July 22 to 24 rose by 21.2% compared to the same period last year, and carbonated beverage sales increased by 30.3%. Sales of fried foods such as chicken and gangjeong (sweet crispy chicken) grew by 42.9%, meal kit sales that can be easily cooked increased by 59.7%, and sushi products that can be eaten without additional preparation sold 31.7% more than the same period last year.

Targeting Homebound Cheering Fans

Considering ongoing social distancing measures and the generally unfavorable public opinion toward the Tokyo Olympics, distributors are adopting a restrained approach to Olympic-themed marketing this year. Instead, they are focusing on cheering marketing that supports the South Korean national team’s victory and discounts and events on food items aimed at consumers watching the games at home.

CU expects beer sales to rise significantly among home viewers and offers a 10% discount on the total purchase price when buying six or more cans of seven domestic beers including Cass, Terra, and Kloud. GS25 is also running a 10% cashback event on eight cans of promotional beer purchased with KB Kookmin Card or Samsung Card on July 28, when the national football team match takes place. Seven Eleven will sell chicken at half price from 3 to 7 p.m. on July 28, coinciding with the match between the South Korean football team and Honduras.

E-Mart is holding a ‘Home Audience Cheering Food’ event offering discounts on imported beer, ready-to-cook chicken, and drinking snacks until July 28, while Homeplus is running a ‘Victory Wish Discount Event’ at nationwide stores and online malls during the same period.