▲ Nvidia CEO Jensen Huang, SK Group Chairman Chey Tae-won, LG Group Chairman Koo Kwang-mo, and Naver founder Hae-jin Lee hold a so-called "Sam-so" (pork belly and soju) meeting at "Hyungnim Jeoyo," a pork belly restaurant near Hongdae in Mapo-gu, Seoul, on June 5.
Following Nvidia CEO Jensen Huang's "K-gourmet tour," the domestic alcoholic beverage, food, and dining industries are anticipating a new boom to sustain the K-food craze.
According to industry sources today (June 9), the places CEO Huang visited and the foods he enjoyed have been spreading rapidly on social media, bringing significant promotional benefits to the brands and stores involved.
Among young people, Huang has been dubbed a "muk-jal-al" (someone who knows how to eat well), with his food choices and destinations being shared in real time.
A video of Huang drinking OB Beer's Cass with fried chicken at Jamsil Baseball Stadium on Sunday (June 7) and giving a tip to a vendor surpassed 2.9 million views on Instagram in just one day.
At the time, spectators reportedly rushed to order the same menu as Huang.
Following a dinner with business leaders near Hongik University Station in Seogyo-dong, Mapo-gu, Seoul, on Friday (June 5), the surrounding commercial district has benefited.
It was confirmed that Huang's party placed a group order for Nutella and cream cheese bungeoppang (carp-shaped pastry) and misutgaru (roasted grain powder) sets at "Fairberry Banana," a bungeoppang specialty store near the restaurant where the meeting took place.
Fairberry Banana later posted a video on social media with the caption, "We hope many customers will receive good energy from our shop in the future." The content garnered over 2.5 million views in just one day, boosting the store's profile.
The shop is actively leveraging the buzz by using the promotional phrase "Bungeoppang chosen by Jensen Huang" on services like Naver Map.
As crowds gathered to catch a glimpse of Huang, sales at convenience stores near Hongdae also surged.
According to GS25, daily sales at five GS25 stores near Hongdae on Friday (June 5) increased by 62% compared to the previous week.
Sales of functional drinks rose by 77%, while sales of rice balls (jumeokbap) and gimbap increased by 43% and 51%, respectively.
Huang's extraordinary love for "Banana Flavored Milk" also presented an opportunity for Binggrae.
On the same day, sales of Banana Flavored Milk at GS25 convenience stores nationwide increased by 12% compared to the same day last year.
Binggrae, which made headlines last year when Huang was seen enjoying Banana Flavored Milk during his visit to Korea, responded quickly this time by doubling or tripling its product supply to convenience stores near Hongdae compared to usual.
Binggrae is reportedly considering indirect marketing using phrases like "CEO's Pick" and plans to expand exports.
Paldo's Birak Sikhye (sweet rice drink) and Orion's Choco Pie, which Huang handed out as gifts to reporters and citizens, are also drawing attention in online communities.
In particular, the "HBM Chip," which was consistently included in the gift packages for Huang and the business leaders, received the most attention.
Sales of "7-Select Honey Banana Flavored HBM Chip," a collaboration between SK Hynix and 7-Eleven, on June 6 and 7 increased by about eight-fold (704%) compared to the same days a week earlier.
Searches for the product on 7-Eleven's mobile application increased 160-fold during the same period.
7-Eleven promoted the product on its social media channels using phrases like "Perfect timing to buy all HBM Chips" and "The hottest snack tonight."
The convenience store chain is also moving quickly to attract new mobile customers by promoting first-order discounts on its mobile app.
7-Eleven plans to monitor sales trends of the product, which was initially launched for a limited time, to decide whether to make it a permanent item.
The dining industry also views this phenomenon as a welcome boost amid sluggish domestic demand.
Sales at the BBQ Hongik University branch, which Huang chose as his second stop on the first day of his visit, rose 20% on June 5 and 6 compared to the same period the previous week.
As footage of Huang ordering and eating BBQ's "Crunch Boneless Cracker" at Jamsil Baseball Stadium in Seoul on Sunday (June 7) was broadcast, BBQ plans to use this opportunity as a springboard for aggressive market expansion.
A BBQ official stated, "We are planning set menus and marketing promotions related to CEO Huang."
BBQ and its competitors positively assessed that Huang's repeated consumption of K-chicken, exposed in domestic and international media, has expanded interest beyond a single brand or store to the entire category.
A bhc official said, "There has been some influx of interest, with sales last weekend rising by about 15% compared to the same period last month. We plan to continue enhancing convenience by hiring part-time staff for smooth service and establishing various payment infrastructures."
Famous restaurants visited by Huang during his trip, such as Tosokchon (samgyetang/ginseng chicken soup), Namhae Sikdang (kalguksu/hand-torn noodle soup and sujebi), and Wooraeok (naengmyeon/cold buckwheat noodles and bulgogi), are also being highlighted on social media, and are expected to attract even more domestic and foreign visitors.
Analysts point out that the impact is particularly significant because it was driven by the voluntary choices and actions of a famous figure leading to consumption, rather than paid corporate advertisements.
A food industry official said, "As K-food is naturally exposed through a highly influential global figure, interest from overseas consumers is also rising. We expect positive promotional effects not only in the domestic market but also in overseas markets."
Another industry insider remarked, "A kind of 'fandom phenomenon' is occurring, where consumption happens wherever Jensen Huang goes. Because it is a voluntary choice rather than corporate sponsorship or endorsement, consumers continue to show interest and share it on social media."
(Photo: Yonhap News)
※ Please note: This article was translated by AI and may contain errors.