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  • Jangheung Launches Literary Guides to Share Local Literary Heritage
    Jangheung Launches Literary Guides to Share Local Literary Heritage Jangheung County in South Jeolla Province is introducing a system of literary guides to professionally present its literary heritage to visitors. On September 18, Jangheung held a ceremony to appoint five residents as literary guides after they underwent professional training and evaluation, the county announced on September 19. The newly appointed literary guides were selected following a systematic training program from a specialized institution and a final assessment. Notably, these guides are local residents who have experienced Jangheung's culture, history, and literary assets, setting them apart from traditional tour guides. Jangheung plans for the literary guides to not only introduce literary works and authors but also to convey the literary backgrounds, history, and stories that remain throughout the region to visitors. The county operates the 'Jeongnamjin Jangheung Literary Tourism Special Zone' and has officially launched the literary guide system, the first of its kind in the country. The appointed guides will provide expert commentary for students, residents, and tourists visiting Jangheung and will participate in various literary programs promoted by the county. Through this initiative, the county aims to connect its literary assets with tourism, enhancing visitors' understanding of the background and stories of Jangheung's literature. Jangheung County Mayor Sa Sun-moon stated, "Literary guides will play a crucial role in informing visitors and residents about the deep literary value and charm of our region. Since those who understand the local literary assets will be providing the commentary, we expect to convey the stories of Jangheung's literature more vividly." Meanwhile, Jangheung plans to utilize the literary guides as on-site commentary personnel linked to local literary programs and to continuously expand content that reflects the characteristics of the Literary Tourism Special Zone.* This article has been translated by AI. 2026-09-19 08:24:00
  • Jindos Unrim Forest Healing Concert Celebrates Autumn Amid Cedar Trees and Red Flowers
    Jindo's Unrim Forest Healing Concert Celebrates Autumn Amid Cedar Trees and Red Flowers The Unrim Forest Bathing Area in Jindo has been transformed by autumn music, with vibrant red flowers and lush cedar trees creating a picturesque setting.On September 18, Jindo County hosted a 'Forest Healing Concert' at the Unrim Forest Bathing Area in Uisin-myeon, inviting residents and tourists to enjoy music in nature.The concert aimed to provide visitors with a relaxing experience that combines the beauty of the forest with musical performances, enhancing the autumn atmosphere.Against the backdrop of the cedar forest and blooming red flowers, various musical acts turned the typically tranquil forest into an outdoor concert venue for the day.Attendees strolled along the forest paths, admiring the flowers and enjoying the performances with their families, embracing the leisurely spirit of early autumn.The Unrim Forest Bathing Area features approximately 30 hectares of cedar forest, with a 2-kilometer walking trail, resting areas, treehouses, a children's playground, a hydrangea park, and a flower field. Jindo County notes that the peak blooming period for the red flowers is from September to October.Kim Min-seo, head of the Forest Healing Team at Jindo County's Forest Recreation Division, stated, "We expect the red flowers to reach their peak during the Chuseok holiday, and we hope that returning visitors will enjoy autumn in Jindo with their families. In the evenings, visitors can experience a different ambiance in the forest with soft lighting."Meanwhile, Jindo County will keep the Unrim Forest Bathing Area open until 10 p.m. daily through October 11. Evening hours are from 5 p.m. to 10 p.m., allowing guests to enjoy the unique atmosphere of the autumn forest at night.* This article has been translated by AI. 2026-09-19 08:20:00
  • Weather: Mostly Clear Nationwide with Highs Reaching 30 Degrees in Gwangju and Jeonju
    Weather: Mostly Clear Nationwide with Highs Reaching 30 Degrees in Gwangju and Jeonju On Saturday, the 19th, the weather will be mostly clear across the country. In the western regions, including Gwangju and Jeonju, daytime highs are expected to reach 30 degrees.According to the Korea Meteorological Administration, morning lows will range from 15 to 22 degrees, while daytime highs will fluctuate between 24 and 30 degrees. Most areas, except for the eastern coast, will experience significant temperature differences between day and night.Some areas along the eastern coast and Jeju Island will see rain. Expected rainfall amounts are as follows: 5 to 10 mm in the mountainous regions of Gangwon, less than 5 mm on the eastern coast of Gangwon, less than 5 mm in the northern coastal areas of North Gyeongsang Province and northeastern mountains, less than 5 mm in Ulsan and southern coastal areas of North Gyeongsang Province, and 5 to 20 mm in Jeju Island.Minimum temperatures in major cities are forecasted as follows: Seoul 19 degrees, Incheon 19 degrees, Suwon 19 degrees, Cheorwon 15 degrees, Wonju 16 degrees, Gangneung 18 degrees, Chungju 16 degrees, Daejeon 18 degrees, Sejong 17 degrees, Jeonju 18 degrees, Gwangju 19 degrees, Daegu 18 degrees, Busan 21 degrees, Ulsan 20 degrees, and Jeju 23 degrees.Daytime highs are expected to be: Seoul 29 degrees, Incheon 29 degrees, Suwon 28 degrees, Cheorwon 27 degrees, Wonju 28 degrees, Gangneung 25 degrees, Chungju 28 degrees, Daejeon 29 degrees, Sejong 28 degrees, Jeonju 30 degrees, Gwangju 30 degrees, Daegu 27 degrees, Busan 27 degrees, Ulsan 26 degrees, and Jeju 25 degrees.A strong wind advisory has been issued for Jeju Island, with winds expected to exceed 70 km/h until the morning. Additionally, strong gusts of up to 55 km/h may occur in the mountainous areas of Jeju and along the coast of Gyeongsang Province.* This article has been translated by AI. 2026-09-19 08:16:00
  • Jangheung County Releases 150,000 Carp and Crucian Carp into Local Waters
    Jangheung County Releases 150,000 Carp and Crucian Carp into Local Waters Jangheung County in South Jeolla Province has released 150,000 carp and crucian carp fry into local rivers and reservoirs, including the Tanjin River, as part of efforts to restore freshwater fish resources. On September 18, Jangheung County held a release event in the Tanjin River area, announcing that fry were released into 18 local rivers and reservoirs to enhance the freshwater ecosystem and fish resources. The fry released were produced by the Jangheung County Tanjin River Fisheries Research Institute, which has been hatching and raising the fish since June. The released fry are over 5 centimeters in size. The county is promoting its own seed production and release projects to increase the population of native fish species while continuously managing the ecological environment of local freshwater areas, including the Tanjin River basin. In particular, the county is not limiting its efforts to specific species but is also producing and releasing local aquatic resources suitable for the regional environment, including freshwater snails and catfish, as well as eel eggs. Jangheung County believes that these release projects will help supplement declining freshwater fish resources and maintain habitats for native species. Mayor Sa Soon-moon stated, “We will continue to produce and release native fish species suitable for the local aquatic environment to create a rich freshwater ecosystem.” Meanwhile, following the release of carp and crucian carp fry, Jangheung County plans to release eel eggs and freshwater snail fry in October, continuing its efforts to enhance fish resources and manage the freshwater ecosystem in local rivers, including the Tanjin River.* This article has been translated by AI. 2026-09-19 08:12:00
  • 2026 Jindo International Intangible Cultural Heritage Festival Kicks Off
    2026 Jindo International Intangible Cultural Heritage Festival Kicks Off The 2026 Jindo International Intangible Cultural Heritage Festival has officially begun in Jindo, South Jeolla Province, showcasing both domestic and international intangible heritage. The festival opened on September 18 at the Jindo Local Cultural Center and will run for three days until September 20. This year's theme, "The Thread of Life, Twelve Knots," reflects on the significance of Jindo's intangible heritage intertwined with human experiences such as birth, growth, meeting, and parting. The event serves as a platform for cultural exchange among traditional cultures from around the world. Participants from five countries, including South Korea, India, Indonesia, Mongolia, and China, have broadened the festival's programming to highlight Jindo's unique intangible heritage alongside global traditions. The opening ceremony was attended by Jindo County Mayor Lee Jae-gak, National Assembly member Park Ji-won, Jindo County Council Chair Kim Chun-hwa, and other dignitaries from the International Intangible Cultural Conference, as well as local residents and tourists. The ceremony began with a pre-show performance by the Jindo Folk Arts Troupe and a traditional Pungmul performance, followed by a themed creative performance titled "Seocheon Flower Field." "Seocheon Flower Field" combined the sounds, music, and dance of Jindo Sikkim Gut, expressing the spirit of Jindo's intangible heritage that shares and comforts the sorrows of life through a modern performance. A ceremonial launch of the "Jindo Art Ship," symbolizing the journey of Jindo's cultural arts into the future, followed. As Mayor Lee declared the festival open, the audience joined in shouting, "Raise the sails!" to mark the festival's commencement. The celebratory performances heightened the festive atmosphere, featuring music by K-Lock Company and aerial acts by Project Luminary, culminating in a performance by singer Kim Yeon-ja that drew enthusiastic responses from the audience. Mayor Lee Jae-gak stated, "Jindo's intangible heritage is a precious asset that has been cherished by the community, celebrating joy and providing comfort to one another. I hope this festival becomes a space to share the value of intangible heritage across generations and borders." The 2026 Jindo International Intangible Cultural Heritage Festival will continue until September 20. During the festival, performances including Jindo Sikkim Gut, Nakwa Nori, and collaborative performances with audience participation such as Ganggangsullae will take place, along with international intangible heritage performances from invited artists from India, China, Mongolia, and Indonesia. On the final day, September 20, the festival will conclude with performances of Jindo Dasiraegi and Madanggeuk, followed by the "Jindo Manggah Parade" starting at 5:30 PM, marking the grand finale of the three-day event.* This article has been translated by AI. 2026-09-19 08:08:00
  • Seoul Home Prices Rise for 84th Week Amid Diverging Trends in Gangnam and Gangbuk
    Seoul Home Prices Rise for 84th Week Amid Diverging Trends in Gangnam and Gangbuk Seoul's apartment prices have risen for 84 consecutive weeks, nearing the record for the longest increase, while the Gangnam area experiences a decline. In contrast, neighborhoods in the northern and outer regions, such as Jungnang, Dobong, and Seodaemun, are driving the upward trend.The Korea Real Estate Agency reported on September 17 that apartment prices in Seoul increased by 0.16% compared to the previous week. This marks the 84th consecutive week of price increases since the first week of February last year, just one week shy of the record 85-week streak from June 2020 to January 2022. Nationwide, apartment prices rose by 0.08%, while the metropolitan area saw a 0.15% increase, with provincial areas remaining stable.Gangnam Declines First, Unlike Previous TrendsThis current price surge differs from previous trends. During the last longest increase, the decline began in the outer areas, with Eunpyeong District dropping on December 20, 2021, followed by Dobong and Gangbuk on December 27, and Seongbuk and Nowon on January 10, 2022. The overall decline in Seoul's apartment prices began on January 24, 2022, ending that price surge.In contrast, the Gangnam area is showing weakness first this time. This week, apartment prices in Gangnam District fell by 0.36%, while prices in Seocho and Songpa dropped by 0.26% and 0.12%, respectively. Gangnam and Seocho have seen six consecutive weeks of decline, while Songpa has experienced two weeks of falling prices.While all three districts in Gangnam have decreased, the remaining 22 districts have seen price increases. Notably, Jungnang District recorded the highest increase at 0.51%, followed by Dobong at 0.47%, Seongbuk at 0.43%, and Dongdaemun at 0.36%. The overall increase in the 14 northern districts was 0.29%, significantly higher than the 0.04% increase in the 11 districts of Gangnam.84 Weeks of 17.34% Increase—Cumulative Growth Exceeds Previous RecordNot only the duration of the increase but also the cumulative growth shows a difference from the past. According to the weekly statistics from the Real Estate Agency, the cumulative increase during the previous longest streak of 85 weeks was 7.71%. In contrast, the current surge has seen a cumulative increase of 17.34% over 84 weeks. Although the duration is one week shorter, the cumulative growth is more than double.However, the pace of recent increases is slowing. The rate of increase in Seoul's apartment prices dropped from 0.29% in the fourth week of August to 0.20% in the first week of September, and further to 0.16% in the second week of September. The increase rate for the second week of September fell to the 0.1% range for the first time in about four months.The upward trend in outer areas is not uniform. While Jungnang and Dobong recorded high increases, some regions saw a reduction in the rate of increase compared to the previous week. As the overall increase in Seoul slows, regional disparities are becoming more pronounced.KB Statistics Reflect Strong Gangbuk Performance; Gangnam Declines for Fifth WeekSimilar trends are evident in KB Real Estate statistics. According to the weekly KB Apartment Market Trends report released by KB Kookmin Bank, as of September 14, nationwide apartment prices rose by 0.09% compared to the previous week. The metropolitan area saw a 0.17% increase, with Seoul at 0.20%, Gyeonggi at 0.19%, and Incheon at 0.03%.In Seoul, Gangbuk District recorded the highest increase at 0.56%, followed by Jungnang (0.43%), Gwanak (0.41%), Dongdaemun (0.39%), and Eunpyeong (0.39%). In contrast, Gangnam District saw a 0.13% decline, continuing its downward trend for five consecutive weeks.KB Real Estate noted that there is a demand for relatively lower-priced housing in Gangbuk, although transactions remain sluggish. In Gangnam, an increase in properties for sale following the announcement of tax reforms has led to a wait-and-see attitude among buyers, resulting in price declines, particularly in redevelopment areas like Daechi and Apgujeong.The rental market also shows a stronger upward trend in the Gangbuk area. According to the Real Estate Agency, Seoul's apartment rental prices rose by 0.17%, with the 14 northern districts increasing by 0.27%, while the 11 districts in Gangnam only saw a 0.09% increase. Notable increases were recorded in Nowon (0.45%), Jungnang (0.40%), and Dongdaemun (0.34%).Sales Applications Concentrated in Songpa and Gangnam; Most Sellers in Their 50sDemand for sales in the Gangnam area continues. According to data from the Supreme Court's registration information system, as of August, there were 16,126 sales applications in Seoul's 25 districts, an increase of 448 (2.9%) from July's 15,678 applications. However, this figure represents a decrease of 1,812 (10.1%) compared to 17,938 applications in August of the previous year.By age group, the largest number of applicants were those aged 50 to 59, totaling 4,070, accounting for 25.2% of all applicants. This was followed by those aged 60 to 69 with 3,690 (22.9%), 40 to 49 with 3,557 (22.1%), over 70 with 2,846 (17.6%), and 30 to 39 with 1,719 (10.7%).By district, Songpa had the highest number of sales applications at 1,446, followed by Nowon with 1,124, Gangnam with 1,011, Gangdong with 904, and Gangseo with 866.Outlook for Housing Projects in the Metropolitan Area Improves; Provincial Areas Face ChallengesThe housing market outlook shows a disparity between the metropolitan and provincial areas. The Korea Housing Industry Research Institute reported on September 15 that the housing business outlook index for September fell by 8.7 points to 79.9, down from 88.6 the previous month. This index quantifies the outlook perceived by housing developers, indicating that a score below 100 suggests a pessimistic view of future market conditions.In contrast, the outlook index for the metropolitan area rose to 89.2, an increase of 3.1 points from the previous month. Seoul's index rose from 92.8 to 97.2, a gain of 4.4 points, while Gyeonggi increased from 83.7 to 91.1, a rise of 7.4 points. However, Incheon saw a decline from 81.8 to 79.3, a drop of 2.5 points.* This article has been translated by AI. 2026-09-19 08:04:00
  • Weekly Stock Market Outlook: KOSPI to Navigate FOMC and AI Concerns Ahead of Chuseok
    Weekly Stock Market Outlook: KOSPI to Navigate FOMC and AI Concerns Ahead of Chuseok Next week, the domestic stock market is expected to experience volatility as it digests hawkish signals from the Federal Open Market Committee (FOMC) and concerns related to artificial intelligence (AI). External factors such as international oil prices, U.S. long-term interest rates, and the upcoming U.S.-China summit will also play a significant role. While the supply gap ahead of the Chuseok holiday poses a challenge, analysts suggest that the historically low valuation levels could present a buying opportunity during short-term corrections. According to the Korea Exchange, the KOSPI closed at 6,894.23 on the previous trading day, up 178.82 points (2.66%) from the prior session. The index opened at 6,885.70, rising by 170.29 points (2.54%) and maintained a gain of over 2% during the day. In the securities market, foreign and institutional investors made net purchases of 970.1 billion won and 1.7173 trillion won, respectively, while individual investors sold a net 4.3652 trillion won. Next week, macroeconomic variables are expected to influence the stock market direction. Lee Kyung-min, a researcher at Daishin Securities, stated, "The domestic market is still reacting to macro variables. It will fluctuate between stress from the hawkish stance following the September FOMC and easing policy uncertainties." However, some analysts believe that the likelihood of the FOMC's interest rate hike leading to a continuous tightening cycle, as seen in the past, is limited. Na Jeong-hwan, a researcher at NH Investment & Securities, noted, "The September FOMC's rate hike is unlikely to be viewed as part of a continuous tightening cycle, unlike in 2022 when inflation pressures were widespread. This hike itself is a factor in suppressing expected inflation." The trend in international oil prices is also a key variable. Concerns over supply disruptions have increased due to the shutdown of Saudi Arabia's oil pipeline, but some supply gaps may be mitigated by increased shipments from the Sohar port in Oman and other major ports. Na also highlighted that easing geopolitical tensions between the U.S. and Iran, along with China's dialogue with Iran, could positively impact oil price stability. Additionally, the supply gap ahead of the Chuseok holiday could heighten short-term volatility. Na stated, "The combination of the hawkish FOMC's impact and the supply gap before the holiday may lead to short-term market weakness, making a buying strategy aimed at a rebound after the holiday effective." Over the past decade, the average KOSPI return in the five trading days before and after Chuseok has been -0.42% and +0.68%, respectively. The upcoming U.S.-China summit is also a variable to watch. A working-level meeting is scheduled for September 20, followed by a summit on September 24, with AI, trade, and rare earths among the key topics. In the domestic semiconductor sector, attention should be paid to discussions related to AI and semiconductor regulations concerning China. Amid these developments, valuation remains a supporting factor for a potential rebound in the domestic stock market. Na noted, "The KOSPI's 12-month forward price-to-earnings ratio (PER) is at 5.5 times, the lowest level on record. The consensus for KOSPI net profit based on controlling shareholders is projected at 806.3 trillion won this year and 1,047.5 trillion won next year, indicating an upward trend in earnings forecasts." He added, "It is not the earnings themselves but doubts about the earnings that are weighing on stock prices. As the earnings of AI companies, such as Micron, are confirmed, these doubts are expected to gradually dissipate," suggesting a KOSPI forecast range of 6,400 to 7,500.* This article has been translated by AI. 2026-09-19 08:04:00
  • Teachers Guide Becomes Bestseller, Classics and Novels Thrive
    Teacher's Guide Becomes Bestseller, Classics and Novels Thrive A new guide for teachers has reached the top of the bestseller list just three days after its release. New essays have also made their way into the upper ranks, while both new and classic novels are performing well.According to Yes24, the overall bestseller for the third week of September is Lee Jong-hyuk's A Solid Guide to Protect Teachers: 100 Practical Cases for Various Situations, which topped the charts just three days after its release on September 14.In second place is Seneca, To You Who Are Losing Today, translated by Hawaii Mansion, with 71.6% of buyers in their 40s and 50s, indicating strong interest from middle-aged readers. This book also held the top spot at Kyobo Bookstore for the second week of September. The children's comic Common Siblings 23 ranked third on Yes24.New essays have also made a significant impact on the rankings. The first essay from the YouTube channel 'Papuri,' which has 1.87 million subscribers, titled Our Time Mixed with Friendship and Hunger, secured the fourth position. Kim Ae-ran's I Wrote That came in seventh, while The Vocabulary of the Heart by Jo Ah-ran, Kwon Hee, and Lee Jeong-yoon took eighth place, marking three new essays in the top ten.Classics have also seen a resurgence. Hermann Hesse's Siddhartha is ranked fifth overall on Yes24 and first in the fiction, poetry, and drama category, continuing a five-month streak of double-digit sales growth since May.At Kyobo Bookstore, a collaborative marketing effort with Minumsa has boosted sales of the World Literature Collection. Hesse's Demian climbed seven spots to 13th, while Françoise Sagan's Do You Like Brahms? is at 19th.Five novels are positioned within the top 20 on Yes24. Following Siddhartha, Jo Jung-rae's Snow Flower Set is 12th, Yang Gwi-ja's Contradiction is 13th, Choi In-seo's Researcher of Korean Historical Anomalies is 15th, and Yoo Rae-hyuk's Aquarium is 16th.* This article has been translated by AI. 2026-09-19 07:12:00
  • Korea and U.S. Commit to Strengthening Strategic Investment and Communication
    Korea and U.S. Commit to Strengthening Strategic Investment and Communication South Korean Foreign Minister Park Jin and U.S. Secretary of State Marco Rubio agreed to maintain close communication regarding strategic investment projects between the two countries, the situation in the Strait of Hormuz, and North Korea policy.According to Yonhap News on September 19, the two ministers held a bilateral meeting at the U.S. State Department in Washington, D.C., on September 18 (local time) to discuss strengthening the Korea-U.S. alliance and current issues facing both nations.The ministers committed to working together to ensure that ongoing strategic investment projects yield positive results. The first project, valued at $350 billion, was initially expected to be announced the previous day, but the report to the National Assembly has been postponed to next week.They also agreed to continue communication to faithfully implement key agreements made between the two leaders, including the 'fact sheet' from last year's Korea-U.S. summit. This fact sheet includes agreements on mutual tariff reductions, U.S. investments, and the construction of South Korea's nuclear-powered submarines in the economic and security sectors.The situation in the Middle East, particularly concerning the Strait of Hormuz, was also a major agenda item.According to Yonhap News, Secretary Rubio explained U.S. efforts to restore peace and stability in the region, including the conflict with Iran. Minister Park praised President Donald Trump's active leadership in addressing Middle Eastern issues.Minister Park then expressed the South Korean government's commitment to making a tangible contribution to restoring freedom of navigation in the Strait of Hormuz and suggested that the two countries continue to communicate closely on this matter.Earlier, President Lee Jae-myung stated at a press conference regarding the U.S. request for troop deployment to the Strait of Hormuz, "There will be no deployment that involves or engages in war." However, he noted that the Cheonghae Unit has already been dispatched to the region to respond to threats to national safety from piracy and that the government is indeed considering strengthening this deployment.The two ministers also agreed to continue cooperation on North Korea policy. They shared assessments of the current situation on the Korean Peninsula and committed to ongoing efforts to achieve denuclearization and peace through dialogue and diplomacy. They will maintain close communication and cooperation regarding North Korea policy, including U.S.-North Korea dialogue.Minister Park conveyed that the South Korean government, as a key party and 'facilitator' of peace on the Korean Peninsula, will actively support the resumption of U.S.-North Korea dialogue, which President Trump recently expressed a desire to pursue.The two ministers reaffirmed their strong commitment to the unwavering Korea-U.S. alliance, which serves as a cornerstone for peace and prosperity in the Korean Peninsula and the Indo-Pacific region.This meeting marked the first bilateral meeting between the Korea and U.S. foreign ministers in about seven months since February of this year. It took place approximately three and a half weeks after the two ministers had a phone conversation.The Ministry of Foreign Affairs stated that the two ministers agreed to communicate regularly to expand positive momentum for the development of bilateral relations and to ensure smooth progress in various areas of cooperation.* This article has been translated by AI. 2026-09-19 06:36:00
  • Retail Sector Anticipates Boost from Asian Games Amid Mixed Expectations
    Retail Sector Anticipates Boost from Asian Games Amid Mixed Expectations The 2026 Aichi-Nagoya Asian Games opened on September 19, prompting the retail and food sectors to prepare for a potential sales boost associated with the event. 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 lottery for product exchange vouchers. BBQ is offering 4,000 won off 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 similar promotion on about 300 items, including chicken, alcohol, and ramen, with discounts of up to 55%. 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 an international soccer tournament in June.OB Beer is operating 'Cass Viewing Pubs' at 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 official social media channels.The industry's focus on international sports events stems from the potential for food sales to increase, combined with the patriotic element of 'supporting the national team,' which can enhance public goodwill and brand image. 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 major 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 the same level of sales boost as in previous years. The Asian Games feature shorter event durations compared to the Olympics or World Cup, and the schedule is more spread out, 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, rather than watching entire matches live. Concerns about ongoing economic stagnation also suggest that relying solely on discount promotions may not effectively stimulate additional spending.A representative from a chicken franchise noted, 'While the lack of time difference is certainly a positive factor, not all matches will lead to increased sales. The national team's performance in popular sports and sustained interest through the later stages of the tournament will be crucial for actual consumption effects.'* This article has been translated by AI. 2026-09-19 06:04:00