"How Time Zones Have Changed Chicken Culture": BBQ Moves Up the Social Ladder From Late-Night Snack to Brunch

사진 확대

In the summer of 2002, when all of South Korea was filled with the passionate cheers of the Red Devils, the thrilling shiver of everyone shouting "Republic of Korea!" so loudly it seemed to shake the neighborhood still rings vividly in my ears.

As the 2026 FIFA World Cup gets underway in spectacular fashion, South Korea's retail industry is rolling out more playful and unusual events than ever to match the unusual weekday morning match schedule. Because of the time difference created by the joint hosting of the United States, Canada, and Mexico, the Republic of Korea's group-stage matches against the Czech Republic on the 12th, Mexico on the 19th, and South Africa on the 25th will all take place at the awkward hour of 10 a.m. to 11 a.m. on weekdays.

In response, retailers have boldly broken the usual "late-night chicken and beer" formula. Chicken, long seen as the classic late-night snack, is being elevated to a respectable "morning breakfast" option. Here is a closer look at the bold move by a chicken brand that has taken the extraordinary step of opening at 8 a.m. to match the game schedule.

Q1. Chicken, the ultimate late-night snack, opens at 8 a.m.? Is this for real?

Absolutely real! Genesis BBQ Group says its major franchise locations will begin frying in earnest at 8 a.m. on the day of the national team's matches. Since the games start at 10 a.m. to 11 a.m. on weekdays, takeout on the way to work is essential if fans want to watch from the office or at home with proper reverence(?). It is a slightly awkward but enjoyable "chicken match on the way to work," with store owners frying away and office workers boarding the subway while carefully holding chicken boxes in their arms.

Q2. Since the matches are on weekday mornings, there are concerns that it will be hard to expect the explosive street-cheering atmosphere seen during the 2002 World Cup. What alternative is the retail industry preparing?

Just because people cannot gather in a plaza does not mean the cheering spirit has to fade. The industry has defined this tournament as "2002 in everyday life." It supports a new cheering culture in which coworkers watch games together in a conference room with a projector, or families gather in front of the living room screen wearing red shirts. The setting may be different, but the passion of shouting "Republic of Korea!" while tearing into chicken legs from the morning is expected to be just as intense as the atmosphere in front of City Hall Plaza in 2002.

[At a glance: BBQ's key benefits for the 2026 FIFA World Cup]

Q3. The "BBQ Open Run" event held every day at 11 a.m. on the BBQ Chicken app is drawing major attention. What exactly are the benefits?

If you open the BBQ Chicken app every day at 11 a.m., right after a match ends or just as the first half is heating up, a flood of first-come, first-served rewards awaits. The first 1,000 customers each day receive a coupon for a free half portion of Golden Olive Chicken, one of BBQ Chicken's proudest menu items. Another 1,000 customers receive a coupon for 10 chewy random cheese balls at no cost. It is a nerve-racking race, but the thrill of winning will be just as intense as the excitement of seeing the Republic of Korea score a goal.

Q4. What is the "100 Won Deal" event that lets people eat the nation's favorite snack, Golden Olive Chicken, for just 100 won?

This is a lottery-style event that anyone can easily enter through the BBQ Chicken app throughout the World Cup period. Lucky winners will receive a special coupon that lets them buy one Golden Olive Chicken for just 100 won. Designed to bring joy to soccer fans in an era of high prices, it is essentially a kind of lottery, and the response has already been so strong that app traffic is surging.

Q5. Since the matches are scheduled for the awkward 10 a.m. to 11 a.m. weekday slot, it seems difficult to enjoy chicken at work without drawing attention.

To help soccer fans navigate that nerve-racking office balancing act, the BBQ Chicken app has significantly upgraded its pre-order and delivery notification system. If you set your preferred pickup time the night before or early on the morning of the match, the order will be delivered to your office or home right before kickoff, so it does not disrupt your weekday routine. On top of that, the company has lined up an 11 a.m. first-come, first-served "half chicken for 0 won" schedule timed to the end of the first half. Among office workers these days, a cheerful new World Cup trend has emerged: boosting productivity and then joining the 11 a.m. time attack through the app's open run.

Q6. Are there also benefits for fans who miss the morning matches and watch highlights on the way home, or for soccer enthusiasts who stay up late to watch strong teams from other countries?

Of course. Beyond the morning matches, the company has also prepared a range of benefits for soccer die-hards who stay up all night. Every Friday, the BBQ Chicken app runs "Black Friday Day," which gives an immediate 4,000 won discount on signature menu items. In addition, customers who order between 8 p.m. and 2 a.m. the next day can receive one free item from among half chicken, cheese balls, tteokbokki, or fries through the "World Cup Variety Pack" promotion, adding more fun to overnight viewing.

Q7. What is the final message the retail industry wants to deliver during the 2026 FIFA World Cup, which runs until the final on July 19?

Chicken and other foods have become more than just meals; they are symbols and sources of energy for South Korea's cheering culture. Although this tournament is being held on the other side of the world and fans must watch matches on their way to work in the morning, any place with delicious chicken can become a "holy ground for cheering" where the fiery Red Devils legend of 2002 is brought back to life. We will cheer for the Republic of Korea's victory and miracle as closely as possible, together with the entire nation.

In one line: Even if we cannot gather at City Hall Plaza, our hearts are always one! Once again, shout "Republic of Korea!" and cheer for the national team's victory and miracle with delicious chicken by your side.

This content was prepared by MaeKyung Biz Content Planning Team based on official announcements and press releases.