"Let's Cheer While Eating"... Food Industry Flooded with Asian Cup Discount Events

Chicken, Pizza, Coffee, and Other Food Service Industry
Product Promotions and Coupon Offers
Order Volume Expected to Increase During Event Period
Special Demand Anticipated Until 2024 Gangwon Winter Youth Olympic Games

The food industry is leveraging major sports events starting early in the new year, such as the Asian Football Confederation (AFC) Asian Cup held in Qatar and the 2024 Gangwon Winter Youth Olympic Games, as opportunities to promote and support the success of our athletes. Considering that order volumes during global sports events typically increase by about twofold compared to usual, companies are focusing on discount benefits and new products that can be enjoyed while watching games at home.

On the 14th, the convenience store industry began discount events targeting the '2023 Asian Football Confederation (AFC) Qatar Asian Cup,' and discounted beer is displayed at a GS25 convenience store in Seoul. [Image source=Yonhap News]

According to related industries on the 15th, major dining franchises such as chicken, pizza, and bossam are holding promotions offering product discounts and services timed with the match of our national soccer team, which starts the Asian Cup schedule with the first group stage match against Bahrain in the afternoon.

A representative example is Domino's Pizza's 'Delivery Fee Free & 40% Off Takeout Day' promotion. For the three group stage matches, including the first match on the 15th and games on the 20th and 25th, members can receive a 40% discount coupon for premium pizza takeout when ordering online, along with free delivery. Won Grandma Bossam Jokbal collaborates with Baedal Minjok to offer a 4,000 KRW discount on delivery or takeout orders over 30,000 KRW, and a 5,000 KRW discount when ordering over 30,000 KRW using Baemin1. This promotion also runs during the period when our national team’s matches take place.

An industry insider stated, "Typically, during major sports events like the World Cup, dining industry order volumes increase by about 2 to 3 times compared to usual. Since most of our country’s Asian Cup matches are scheduled at 8:30 PM, considered 'prime time,' and interest in soccer is high, we expect customer demand to increase significantly."

Mega MGC Coffee Asian Cup Son Heung-min Player Goal Wish Strawberry Season Beverage Coupon Giveaway Event
[Photo by Mega MGC Coffee]

Mega MGC Coffee has prepared an event featuring their brand model Son Heung-min (Tottenham). If Son Heung-min scores a goal in this tournament, for the three group stage matches and the round of 16, the first 1,000 customers per goal will receive a free coupon for a newly launched strawberry season drink; from the quarterfinals to the final, the first 2,000 customers per goal will receive the coupon.

Shinsegae Food’s No Brand Burger has launched a new product called 'Herb Boneless Chicken Run,' made with 100% boneless chicken thigh meat, targeting 'home viewers' who enjoy watching games at home. The product is offered in medium and large sizes, priced below 10,000 to 20,000 KRW, representing a 'cost-effective' option.

The convenience store industry has also launched discount promotions targeting the Asian Cup to attract customers. For example, Emart24 sells four 500ml canned beers for around 9,000 KRW on days when our national team’s group stage and round of 16 matches are held, and offers '1+1' deals on 24 items including snacks that pair well with beer until the 31st. CU is also discounting about 40 items including alcoholic beverages, side dishes, and snacks until the end of this month.

Additionally, Genesis BBQ Group, the chairman company of the Korea Skating Union, will serve as an official sponsor of the 2024 Gangwon Winter Youth Olympic Games opening on the 19th, supporting the successful hosting of the event. During the games, they will operate a BBQ booth in front of the Gangneung Speed Skating Stadium, showcasing 30 menu items including BBQ chicken and pizza, tteokbokki, fried seaweed rolls, tornado potatoes, and beverages, promoting K-food.