World Cup fever grips South Korea: Delivery apps and convenience stores see massive sales boost during weekday afternoon match

The 2026 World Cup qualifier match between South Korea and China, held on a weekday afternoon, ignited passionate support among fans, leading to a significant boost for delivery services and convenience stores. The national team's victory over China on June 12 saw a tenfold increase in chicken delivery orders and substantial growth in other food deliveries, demonstrating the enduring appeal of the World Cup regardless of the game's timing.

Data from Baedal Minjok, a leading delivery app, revealed a 65.4% increase in overall orders on June 12 compared to the same day the previous year. More remarkably, chicken orders surged by 878.8% compared to the prior week, a significant rise given that chicken orders are typically lower in the morning. Pizza and jokbal (pig's trotters) orders also saw considerable increases of 220.8% and 97.9%, respectively.

The surge in delivery orders was particularly pronounced in Seoul's major office districts, including Jongno, Gwanghwamun, Euljiro, Yeouido, and Gangnam. These areas experienced a 46.4% rise in orders compared to the previous week, with Gwanghwamun seeing a 115% jump. University districts also reported a 51.5% increase, suggesting widespread group viewings and shared meals among office workers and students.

Convenience stores near the Gwanghwamun cheering zone also benefited from the event. CU stores in the vicinity reported a 3.4-fold increase in sales on June 12 compared to the previous week. Sales of beverages like iced drinks, sports drinks, and water saw dramatic increases, alongside ready-to-eat meals such as kimbap and sandwiches. E-mart24 stores in the area also saw up to a 59% increase in sales, with convenience foods and beer being popular choices. Sales of portable chargers and cables also rose, indicating demand from fans watching outdoors.