SEOUL, November 03 (AJP) - There was nothing casual about the tech boys' night-out in Seoul for "chimaek" — the beloved chicken-and-beer pairing — given the multi-trillion-dollar businesses they represent and the influence they wield over the global economy.
The APEC week has officially ended, but the afterglow — and hangover — from Thursday's late-night binge among Nvidia CEO Jensen Huang, Samsung Electronics Chairman Lee Jae-yong, and Hyundai Motor Group Chairman Chung Eui-sun continues to ripple across Korean markets, from stocks to retail sales.
The rare sight of the trio — who collectively helm corporate empires near $6 trillion at the time — squeezing into a fried-chicken joint offered an intimate glimpse into the personal lives of some of the world's wealthiest and most influential figures. The scene went instantly viral worldwide.
According to Google Trends, global search interest in "chimaek" surged after the meetup, climbing to a score of more than 75 out of 100 the next day — a clear sign of heightened curiosity about Korea's distinctive drinking and food culture.
Huang also displayed enthusiasm for Korea's "somaek" — a soju-beer mix — after Samsung's Lee demonstrated the "Tera Tower," Korean liquor company Hite Jinro's beer-soju blending gadget that went viral following its 2022 debut.
Somaek is a quintessential Korean drinking ritual often accompanied by games or social gatherings. The term even inspired the global hit "APT." by BLACKPINK's Rosé and Bruno Mars — a reference to a Korean drinking game that propelled the song's popularity.
The frenzy extended far beyond the tech sphere, delivering an unexpected viral marketing bonanza for Korean consumer brands.
Shares of Kyochon F&B — the only listed fried-chicken franchise — jumped more than 10 percent in early trading, while rival chains BBQ and BHC reported spikes in sales inquiries. Videos of Huang greeting fans outside the restaurant and handing out Korean snacks like banana-flavored milk spread rapidly across social media.
Binggrae, the company that produces the banana milk, swiftly seized the moment, posting on Friday: "Giving away 100 banana milks! Thank you, Mr. Huang!" The company said it will randomly select 100 commenters by Thursday to receive an e-gift card and plans to accelerate export promotions while global attention is fixed on the brand.
Even the red ginseng product Huang received from a fan drew fresh attention. The item — from Jung Kwan Jang, Korea's leading ginseng producer — was also featured among hospitality gifts provided to visiting leaders at hotels in Gyeongju during the APEC summit.
"Korean consumers are especially drawn to products with stories," said Lee Eun-hee, honorary professor of consumer studies at Inha University. "It's not just about taste or quality. People find joy in consuming things tied to a narrative or cultural context. With social media amplifying that storytelling, these moments attract even more attention."
After the chimaek spectacle came serious and win-win business.
At the APEC CEO Summit, Huang announced Nvidia's plan to supply up to 260,000 GPUs — worth roughly 14 trillion won — to Korean partners, including Samsung, SK Group, Hyundai Motor, and Naver Cloud.
Samsung, in turn, will provide next-generation HBM4 memory essential for Nvidia's top-tier GPUs, securing a stable components pipeline amid intensifying global AI demand. Nvidia's collaboration with Hyundai Motor is also expected to deepen, positioning the U.S. chipmaker's "Drive" platform as a potential backbone for Korea's fast-evolving autonomous driving ecosystem.
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