With 'Chobok' approaching on July 15, the chicken industry is ramping up efforts to capture the summer peak season. Three major chicken companies are launching new menus and employing discount promotions, character collaborations, and offline festival marketing to attract consumers.
According to the Korea Consumer Agency's price information portal, as of May this year, the average price of a bowl of samgyetang in Seoul was 18,154 won, a 2.8% increase from the same month last year and a staggering 25.5% rise compared to three years ago in 2023 (14,462 won). As the price of samgyetang rises, chicken is becoming a more reasonable alternative for consumers seeking nutritious meals during the dog days.
To capitalize on this demand, bhc has launched 'Curling,' a new addition to its popular 'Bburinkle' lineup, which has sold over 100 million units. This new product combines curry powder and honey butter yogurt sauce, aiming to replicate the success of 'Soy Garlic King,' which sold 1 million units in just three months. bhc is also offering discounts of up to 5,000 won daily through its app until July 19 and providing up to 9,000 won off in collaboration with the delivery app, Ddaeng-yo. Additionally, they are running a character marketing campaign in partnership with the movie 'Minions & Monsters,' offering keychains with set purchases.
BBQ has launched 'FilCrunch,' a new menu item developed in collaboration with Stray Kids member Felix, simultaneously in Korea and the United States. Designed with international consumers in mind, FilCrunch features caramelized onion sauce and glutinous brown rice flakes for a sweet and crispy taste. The advertising campaign featuring Felix garnered over 6 million views across major digital channels within three days of its release. BBQ plans to expand its launch to more countries, starting with the U.S., while continuing promotions through its app.
Kyochon Chicken participated as the main sponsor of the '2026 Daegu Chimaek Festival,' which attracted 1.15 million visitors from July 1 to 5, expanding its offline consumer engagement. At the event, they showcased a new menu featuring four types of half wings (soy, red, honey garlic, and mala red) to gauge audience reactions. They also promoted their traditional liquor brand, Fermentation Workshop 1991, highlighting a unique trend called 'Chimak' (chicken and makgeolli) that has received positive feedback.
As Chobok is one of the peak seasons of the year, the industry aims to maximize performance in July and August through new menu offerings, discount promotions, and collaborative marketing. An industry insider noted, 'As dining out becomes more burdensome due to high prices, more consumers are choosing chicken even during the dog days. We plan to actively target summer demand with new menus and various promotions.'
* This article has been translated by AI.
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