The 2026 Asian Games in Aichi and Nagoya, which opened on September 19, have prompted the retail and food sectors to prepare for a potential sales boost. With no time difference between Japan and Korea, and popular sports like baseball, soccer, and basketball likely scheduled for evening hours, there is growing anticipation for increased demand for food items such as chicken, beer, and ready-to-eat meals during game viewings.
According to industry reports, chicken franchises are launching discounts and support events through their apps during the Asian Games. BHC is hosting a 'Fighting Korea, Support Festival' until October 4, offering discounts ranging from 1,000 to 5,000 won to participating customers. During key matches, they will also run guerrilla missions that reward customers with coupons. Kyochon Chicken is conducting a promotion where customers who capture virtual ads appearing during broadcasts can enter a draw for product exchange vouchers. BBQ is offering a 4,000 won discount on popular menu items on Fridays and a 5,000 won discount for takeout orders made in September.
Convenience store chains are targeting home viewers, or 'home spectators.' GS25 is selling three types of soba chicken in a 1+1 promotion during the Asian Games, along with discounts on beer, highballs, and snacks. CU is offering discounts of up to 56% on over 70 types of alcoholic beverages, snacks, and fruits until the end of the month, while Seven-Eleven is running a discount event of up to 55% on about 300 items, including chicken, alcohol, and ramen. Seven-Eleven previously reported a 158% increase in sales of refrigerated ready-to-eat meals and a 22% increase in beer sales during the Korean matches of the international soccer tournament in June.
OB Beer’s Cass brand is operating 'Cass Viewing Pubs' in major venues in Seoul and the surrounding area on the days of the baseball and soccer semifinals and finals. Customers who order Cass will receive support items and can participate in prediction events, linking group viewing demand to brand experience. Some large supermarkets are also giving away trophy-shaped glasses to customers who purchase Cass products.
Support marketing directly aimed at the athletes is also underway. CJ CheilJedang held a 'Bibigo Day' last month at the Jincheon National Training Center, providing special meals and snacks to about 800 athletes and coaching staff. BBQ has donated 100 million won to the national team and previously provided chicken meals to 500 athletes and coaching staff. Paris Baguette is promoting a 'Team Korea' support campaign through digital menu boards in stores and on its official social media channels.
The industry’s focus on international sports events is driven by the potential for food sales to increase, combined with the national pride associated with supporting the athletes, which can enhance brand image and public goodwill. This year’s event is particularly notable as it is held in Japan, with no time difference from Korea. Unlike the North American World Cup, where key matches were often scheduled in the early morning or late night, the evening match schedule could lead to increased demand for viewing parties.
However, some experts caution against expecting a large-scale sales boost similar to past events. The Asian Games feature shorter event durations and a more dispersed schedule compared to the Olympics or World Cup, making it less likely to drive long-term consumption of chicken and alcohol. Additionally, viewing habits are shifting towards consuming results and highlights through short videos on platforms like YouTube and Shorts, which could impact sales. Concerns about ongoing economic stagnation suggest that relying solely on discount promotions may not effectively stimulate additional spending.
A representative from a chicken franchise noted, 'While the lack of a time difference is certainly a positive factor, not every match will lead to increased sales. The national team needs to perform well in popular events, and interest must continue into the later stages of the tournament for actual consumption effects to be significant.'
* This article has been translated by AI.
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