World Cup fever lifts convenience stores, chicken chains and delivery apps

Sales at convenience stores, chicken chains and food delivery platforms surged on June 12 as South Korea rallied to beat the Czech Republic in the 2026 World Cup.

According to retail industry data, sales at about 10 CU convenience stores near Gwanghwamun jumped 3.4 times on June 12 compared with the same period the previous week. Ice sales led the surge, soaring 6.1 times (510.3 percent) as fans cheered in the sweltering heat. Iced drinks (495.8 percent), sports and electrolyte beverages (480.9 percent) and ice cream (409.2 percent) also posted strong gains. Beer sales climbed 310.1 percent despite the match falling on a weekday morning. Demand for quick meals drove kimbap (214.3 percent), triangle rice balls (202.5 percent) and sandwiches (183.1 percent) to popularity as well.

GS25 stores near Gwanghwamun also saw sales rise 25.1 percent week-on-week. Non-alcoholic beer was the standout, surging 14.6 times (1,367.8 percent) — a gain attributed to office workers who needed to return to their desks after the match. Beer (490.6 percent) and soju (178.3 percent) also posted large increases. Ten 7-Eleven stores near Gwanghwamun Plaza recorded a 4.2-fold (318 percent) jump in sales from 9 a.m. to 2 p.m. on match day, with beer sales leaping 180 times and black umbrella sales rising 24-fold. E-mart24 stores in the area were up 59 percent from a week earlier.

Chicken chains also had a rare windfall. Combined sales at bhc and BBQ from the morning through 1 p.m. on match day more than quadrupled — up more than 300 percent — compared with the same period the previous week. bhc proactively extended operating hours at major company-owned stores nationwide, while BBQ opened key locations as early as 8 to 9 a.m.

Delivery platforms benefited from fans who watched the game at home. Woowa Brothers, the operator of Baemin, analyzed order data from 9 a.m. to noon on match day and found orders jumped 65.4 percent from the same period last year and 51.5 percent from the same day the previous week. Orders from major office districts — including Jongno, Gwanghwamun, Euljiro, Yeouido and Gangnam — and university areas rose 46.4 percent and 51.5 percent, respectively, from the prior week. By menu category, chicken orders surged roughly tenfold (875.8 percent), followed by pizza (220.8 percent), pork hock and bossam (97.9 percent) and fast food (54.2 percent).

Industry players said the stronger-than-expected sales boost from the opening match has prompted them to ramp up preparations and promotions ahead of upcoming games. South Korea next faces Mexico on June 19 at 10 a.m., followed by South Africa on June 25 at 10 a.m.