The South Korean national soccer team's failure to advance to the Round of 32 in the 2026 North and Central America World Cup has cut short the anticipated consumer boost for the food and dining industry. While sales of chicken, beer, and convenience foods surged during the team's matches, marketing efforts planned for additional games have been effectively halted due to the team's elimination.
On June 28, the Democratic Republic of the Congo defeated Uzbekistan 3-1 in a group stage match, finalizing South Korea's exit from the tournament. The team finished ninth in the ranking among third-place teams, failing to secure a spot in the top eight. Head coach Hong Myung-bo and the team are returning home after completing their schedule in Guadalajara, Mexico.
Companies that had prepared various promotions anticipating the team's advancement into the knockout stage are now rapidly adjusting their strategies. Most discount events, support activities, and participatory marketing initiatives aimed at the Round of 32 have been scaled back or ended prematurely.
Before the tournament began, expectations for a consumer boost were already tempered. The time difference with North and Central America meant that key matches were scheduled during weekday mornings and afternoons. Coupled with rising inflation dampening consumer sentiment, many anticipated that the World Cup's economic impact would not match previous tournaments.
The situation changed with the team's victory over the Czech Republic. A culture of watching games at home before work or cheering with colleagues at the office emerged, transforming previously quiet morning hours into new consumer opportunities. Convenience stores saw increased sales from commuters and street supporters, prompting the dining industry to adjust opening hours accordingly.
In particular, convenience stores in areas with large crowds for street cheering and morning supporters responded quickly. According to CU, ice sales at stores near Gwanghwamun on the day of the third group match surged by 310.2% compared to the previous week. Sales of bottled water and electrolyte drinks also skyrocketed by 307.8% and 266.8%, respectively. With outdoor supporters flocking to the streets in hot weather, sales of picnic mats (up 212.4%) and portable chargers (up 100.8%) also saw significant increases, along with a 122.8% rise in sales of triangle kimbap and a 105.1% increase in beer sales.
Other convenience store brands experienced similar trends. GS25 reported an 85.7% increase in sales at stores near Gwanghwamun during the morning of the first match, with non-alcoholic beer sales soaring by 1367.8%. During the second match against Mexico, CU's Gwanghwamun area sales jumped nearly 3.8 times compared to the previous day, while sales at the top 10 Seven Eleven stores in the area increased by 304%. Emart24 also saw significant growth in sales of convenience foods and beverages.
Marketing efforts leveraging the excitement of offline commerce continued. Shinsegae Department Store broadcast live street cheering on a large LED screen at Shinsegae Square, attracting crowds. OB Beer, an official partner of the national team, set up a cheering space and organized events for consumer participation to enhance brand visibility.
The dining sector saw strong performance from chicken franchise brands. BBQ and bhc reported that sales from 8 a.m. to 1 p.m. on the day of the first match increased more than fourfold compared to the same time the previous week. BBQ began accepting orders through its app at 8 a.m. and accommodated group reservations of over 100 people at locations in business districts like Euljiro.
The surge in consumer interest continued into the next match. On the day of the Mexico game, sales at major BBQ locations increased by as much as 4.5 times compared to usual, prompting the company to raise the proportion of early-opening stores from 50% to about 70%. bhc also reported that some franchise locations exceeded 100 advance reservations, with daily orders surpassing 600 at certain stores. Kyochon Chicken focused on early openings and delivery discounts to capture demand.
However, the national team's early exit has brought this upward trend to a halt. The industry had anticipated that if the team had advanced to the Round of 32, national enthusiasm would have intensified, leading to a significant increase in related consumer spending compared to the group stage.
A representative from the food industry expressed disappointment, stating, "The tournament's early conclusion means that the economic boost remains a one-time record. However, we have confirmed that marketing strategies can attract consumers even during weekday mornings with time differences, so we plan to continue refining our marketing strategies linked to sports events in the future."
* This article has been translated by AI.
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