Korean retailers jumping on the World Cup bandwagon

Industry

Published: 21 Nov. 2022, 17:16 Updated: 21 Nov. 2022, 19:31

Korean retailers jumping on the World Cup bandwagon

Son Heung-min featured as the spokesperson for CU [BGF RETAIL]

Shares of food companies selling fried chicken and beer received a boost Monday as demand for the food options is expected to surge when people watch games during the 2022 FIFA World Cup in Qatar.

Chimaek, a combination of the words chicken and maekju, or beer, is often popular for people watching the games.

Shares of GS Retail, which signed a license contract with Tottenham Hotspur and is selling a football-shoe-shaped fried chicken with a photo of the team on the package of the chicken, added 0.18 percent to 28,600 won Monday. Other Tottenham Hotspur-themed food products, such as triangular samgak gimbap, are sold.

Chicken meat supplier Maniker rose 1.66 percent to 1,535 won.

Jeju Beer Company surged 19.89 percent to 2,170 won and beverage company Hite Jinro inched 0.56 percent to 26,800 won.

Football shoe-shaped fried chicken is sold at branches of GS25. [GS25]

Other retailers are holding promotions to sell cheaper fried chicken.

Market Kurly started selling its retro-style grilled chicken, which costs 9,900 won ($7.31) for two whole chickens. A total of 1,000 sets are being sold from 6 p.m. each day.

Local convenience stores are promoting late-night snacks and alcoholic beverages as the matches mostly occur from night to early morning, including Korea’s first game against Uruguay set to take place this Thursday.

7-Eleven’s fried chicken, which sells for 10,900 won, will also be sold at a 40 percent discounted price on the day of the Taeguk Warrior’s game when paid by Hana Card.

CU is promoting new products by choosing Son Heung-min as its spokesperson for its World Cup-themed food items. The retailer is hosting an event on its membership app Pocket CU and social media pages for customers to leave cheerful comments for Son and the Taeguk Warriors.

On Nov. 28, selected customers of the event will be invited to CGV theaters in Seoul, Gwangju and Busan, to watch the national team’s match against Ghana.

With the cancellation of street rallies during the World Cup, promotions on large-screen televisions are also taking place.

Sales of television during the first month of the 2018 World Cup rose 18 percent on year, according to Lotte Himart.

Sales of premium TVs were 41 percent of the total in 2020, 49 percent in 2021 and 59 percent this year.

To cater to customer demand, promotions on sales of TVs are held, including complimentary sound bars when customers purchase premium TVs that are larger than 75-inches. Footballs signed by Tottenham Hotspur will also be given to 1,000 consumers, first come first served.

Food companies are also jumping on the World Cup bandwagon.

Limited 2022 Qatar World Cup edition of Casillero del Diablo [A-YOUNG FBC]

A-Young Fortune Brands Company released a limited 2022 Qatar World Cup edition of one of its most popular wines, Casillero del Diablo. The wine bottle is decorated with footballs and red devils, the nickname for supporters of the national team.

Oriental Brewery (OB) released a limited edition of its Cass beer painted in gold, with a big lucky number 7 written on the front of the can and the official emblem of the 2022 Qatar World Cup in the back.

Adidas released Ultraboost DNA WC in celebration of the 20th anniversary of the 2002 World Cup. [ADIDAS]

Sports brand Adidas started selling its limited edition called Ultraboost DNA WC on Nov. 19, celebrating the 20th anniversary of the 2002 World Cup, when Korea finished fourth.

The sneaker has the national team's match schedules during the 2002 World Cup written, along with the phrase “dreams come true” on the insole. Only a total of 2,002 pairs of the edition will be sold.

BY YOO JI-YOEN, CHO JUNG-WOO [cho.jungwoo1@joongang.co.kr]