Jensen Huang's "Kkanbu Chicken Gathering" Sends Ripples
Retail Industry Anticipates "Jensenity" Trend
Items featured at the "chimaek meeting" between Jensen Huang, founder and CEO of Nvidia, Lee Jae-yong, Chairman of Samsung Electronics, and Chung Eui-sun, Chairman of Hyundai Motor Group, have become a hot topic. Given Jensen Huang's immense influence-he is often called the "Taylor Swift of the tech industry"-the retail sector is buzzing with anticipation. There is growing attention on whether the phenomenon of people imitating Jensen Huang, dubbed "Jensenity" (Jensen + Insanity), will spread throughout the domestic market.
"Jensenity" is a newly coined term combining "Jensen Huang" and "insanity," referring to the phenomenon where his appearances and actions spark a fandom, generating significant ripple effects among the public and across industries.
According to industry sources on October 31, the meeting among the three leaders took place at Kkanbu Chicken in Samseong-dong, Gangnam, Seoul, for about 70 minutes starting at 7:30 p.m. the previous day. While it was notable that leading figures in the business world gathered at a chicken restaurant, the meeting was nicknamed the "Kkanbu Meeting" because of the store's name.
On the 30th, Jensen Huang, CEO of Nvidia, was meeting with Lee Jae-yong, Chairman of Samsung Electronics, and Chung Eui-sun, Chairman of Hyundai Motor Group, at Kanbu Chicken in Gangnam-gu, Seoul, offering chicken to citizens. Photo by Jo Yongjun
Kkanbu Chicken Ranks No. 1 in Delivery App Searches
"Kkanbu" is a Korean slang term meaning friend, colleague, or partner, and gained global recognition from the Netflix series Squid Game's line, "We are kkanbu." Industry insiders speculate that Nvidia may have chosen this venue to symbolize collaboration. When asked if he knew the meaning of "kkanbu," CEO Huang replied, "I really like chicken and I also like beer. Especially, I enjoy eating chicken and drinking beer with friends. So I think 'Kkanbu' is the perfect place for that kind of gathering."
That day, the three ordered three types of chicken-Crispy Boneless Chicken, Crunchy Six-Pack, and Sweet Boneless Chicken-along with cheese sticks and three draft beers. Cheese balls were also served as a complimentary dish.
Following the Kkanbu Meeting, Kkanbu Chicken locations nationwide reportedly enjoyed not only increased attention but also a boost in sales. The previous day, Kkanbu Chicken ranked No. 1 in popular search terms on delivery apps, and most branches closed early due to running out of ingredients, reflecting its popularity. Online communities even commented, "They got a 30 billion won advertisement for free."
On the 30th, Jensen Huang, CEO of Nvidia, was examining a soju and beer mixer marked with the HiteJinro Terra logo at Kkanbu Chicken in Samseong-dong, Seoul. Photo by Noh Kyungjo
HiteJinro also benefited from the advertising effect. When CEO Huang showed interest in the "soju-beer tower" at a neighboring table, Chairman Lee personally explained the "somaek" (soju + beer) culture. Afterwards, somaek was served at their table, featuring HiteJinro’s Terra beer and Chamisul soju, and CEO Huang even used the somaek tower himself.
The "Terra Tower," a somaek mixer, was launched as a Terra merchandise item in 2022. It is a device that mixes soju and beer for group drinking sessions, with an internal motor that creates a tornado effect for visual enjoyment. In the second quarter of this year, a new version was released at an optimal size, 33% smaller than the original. It is currently available for consumers on Naver Smart Store's "Dukkeop Market."
CEO Huang commented that the drink from the tower was too mild and added more soju himself. In response, Chairman Chung referred to "Tesla," a term for mixing HiteJinro’s Terra beer and Chamisul soju, saying, "Tesla is said to be the best among bomb shots." The three enjoyed the atmosphere, linking arms for a "love shot."
'CheongKwanJang Everytime' Gifted by a Korean Citizen
At the scene, a citizen handed CEO Huang a red ginseng extract stick, to which he responded with a smile and a "thank you." Before leaving, he cheerfully asked, "Is this good for your health?"
On the 30th, Jensen Huang, CEO of Nvidia, is holding a CheongKwanJang Red Ginseng Stick gifted by a citizen in front of Kkanbu Chicken in Samseong-dong, Seoul. Photo by Hyungmin Kim
The red ginseng extract he received was CheongKwanJang's "Everytime Hallabong Flavor," a series that adds fruity sweetness to red ginseng. "Everytime" is CheongKwanJang’s best-selling brand, launched in 2012, designed for easy daily consumption to support energy, immunity, and vitality, and is available in various forms such as sticks, films, and ampoules.
Everytime enjoys great popularity in China, the United States, and other countries, ranking No. 1 in both domestic sales and overseas exports among all CheongKwanJang products except for the raw ginseng root. Recently, it was also placed in major hotels in Gyeongju during the APEC summit, introduced to delegations as a "representative Korean health food."
Binggrae Banana Flavored Milk and Japanese Whisky Also in the Spotlight
Binggrae Banana Flavored Milk also drew attention, as CEO Huang handed it out to citizens who gathered to see him. Some joked on social media, "I got excited thinking it was an Nvidia 5090 graphics card, but it was banana milk." Online communities expressed surprise, saying, "Even Jensen Huang is looking for banana flavored milk." As a leading K-food trend, banana flavored milk is considered a must-try for foreign tourists visiting Korea, who are known to buy it at convenience stores as soon as they arrive at the airport.
The Japanese whisky "Hakushu," which CEO Huang gifted to Chairman Lee and Chairman Chung during the meeting, is already experiencing shortages at major domestic retail channels. "Hakushu" is a premium single malt whisky brand from Suntory, imported and distributed by Beam Suntory Korea. In particular, the "Hakushu 25 Year Old" gifted by CEO Huang is a rare item, retailing for about 7 million won. Demand for lower-tier products like "Hakushu DR" and "Hakushu 12 Year Old," which are produced at the same distillery, has also surged among consumers. In fact, "Hakushu DR" is sold out at Lotte Mart, and both "Hakushu DR" and "Hakushu 12 Year Old" are out of stock at Shinsegae L&B's Wine & More stores.
An industry official commented, "The Jensen Huang effect may go beyond a temporary trend and become a new consumer code," adding, "His symbolism is becoming a real case of influencing brand images."
© The Asia Business Daily(www.asiae.co.kr). All rights reserved.
