Jensen Huang's visit to South Korea has unexpectedly boosted the country's food and retail sectors. The actions of the CEO of NVIDIA have been widely covered by domestic and international media, leading to a natural promotion of everyday Korean foods such as chicken, alcohol, snacks, and dairy products worldwide.
According to industry sources, Huang dined with major South Korean business leaders, including SK Group Chairman Choi Tae-won, LG Group Chairman Koo Kwang-mo, and Naver Chairman Lee Hae-jin, at a pork belly restaurant called "Hyangnim Jeoyo" in the Mapo district of Seoul on June 5. Afterward, they visited the BBQ restaurant near Hongdae.
Initially, a karaoke venue was considered for the next stop, but it was changed to a chicken restaurant at NVIDIA's suggestion. The visit to BBQ was a surprise for the franchise headquarters, Genesis BBQ Group, which had not been informed in advance. At BBQ, Huang enjoyed the signature dish "Golden Olive Chicken" and a self-developed drink called "Sparkling Lemon Boy," which quickly became a topic of discussion online.
The alcohol industry also gained attention during this visit. Various brands, including Hite Jinro's Terra and Chamisul, OB Beer’s Cass, and Lotte Chilsung Beverage's Chuhum, were prominently featured during the pork belly and chicken gatherings. Notably, Huang was seen enjoying a mix of soju and beer, known as "so-maek," which highlighted South Korea's unique drinking culture.
Businesses reacted swiftly to the news of Huang's visit. Hite Jinro expanded product supply to key stores in the Hongdae area following the announcement. Lotte Chilsung Beverage distributed 1,000 bottles of "Chuhum" with phrases like "Like Jensen Huang" and "Like NVIDIA" to enhance the festive atmosphere.
Convenience stores and food companies also made their presence felt. A heartwarming moment was captured when a child handed Huang an Orion Choco Pie, which quickly spread on social media. Huang and his group distributed snacks to citizens gathered outside the restaurant, showcasing products like Seven Eleven's "Honey Banana Flavor HBM Chips," Binggrae's banana milk, and Paldo's Sikhye. The HBM Chips were developed based on SK Hynix's high-bandwidth memory, a key component in NVIDIA's AI semiconductors. Huang humorously remarked after tasting the chips, "Everyone likes HBM," eliciting laughter from those around him.
Manufacturers responded immediately. Binggrae reportedly increased the supply of banana milk to convenience stores near Hongdae after learning of Huang's preference for it. The influx of citizens, tourists, and reporters to the Hongdae area to catch a glimpse of Huang also benefited local businesses. Foot traffic at convenience stores and restaurants surged, with some outlets reporting higher sales than usual. Industry experts anticipate that interest in the Hongdae area will continue to grow, especially with the increase in foreign tourists.
An industry representative stated, "The sight of a global IT CEO enjoying chicken, drinking so-maek, and engaging with convenience store products in Korea has become powerful content. For domestic food companies looking to expand internationally, this has resulted in significant global marketing benefits."
* This article has been translated by AI.
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