As Chobok approaches on July 15, the chicken industry is ramping up efforts to capture the summer peak season. Three major chicken companies are launching new menus and employing discount promotions, character collaborations, and offline festival marketing to attract consumers.
According to the Korea Consumer Agency's price information portal, as of May this year, the average price of a bowl of samgyetang in Seoul was 18,154 won. This marks a 2.8% increase from the same month last year and a staggering 25.5% rise compared to three years ago in 2023, when it was priced at 14,462 won. Samgyetang has now become the second most expensive menu item among major dining options, following pork belly. As the cost of samgyetang rises, chicken is emerging as a more affordable alternative for health-conscious consumers during Boknal.
To capitalize on this demand, bhc has launched 'Curling,' a new addition to its popular 'Bburinkle' lineup, which has sold over 100 million units. The new product combines curry powder and honey butter yogurt sauce, aiming to replicate the success of 'Soy Garlic King,' which sold 1 million units within three months. bhc is also offering discounts of up to 5,000 won daily through its app until July 19 and providing up to 9,000 won off in collaboration with the delivery app Ddaeng-yo. Additionally, they are running a character marketing campaign in partnership with the movie 'Minions & Monsters,' offering keychains with set purchases.
BBQ has introduced 'FilCrunch,' a new menu item developed in collaboration with Felix from the K-pop group Stray Kids, launching simultaneously in South Korea and the United States. FilCrunch was designed with international consumers in mind, featuring caramelized onion sauce and glutinous brown rice flakes for a sweet and crispy texture. The advertising campaign featuring Felix garnered over 6 million views across major digital channels within three days of its release. BBQ plans to expand its launch to more countries, starting with the U.S., while continuing promotions through its app.
Kyochon Chicken participated as the main sponsor of the '2026 Daegu Chimaek Festival,' which attracted 1.15 million visitors from July 1 to 5, enhancing its offline consumer engagement. At the event, they showcased a new menu featuring four types of half wings (soy, red, honey garlic, and mala red) to gauge audience reactions. They also promoted their traditional liquor brand, Fermentation Workshop 1991, highlighting a unique trend called 'Chimak' (chicken and makgeolli) that has gained popularity beyond the traditional chimaek culture.
As Boknal is one of the peak seasons of the year, the industry aims to maximize performance in July and August through new menu offerings, discount promotions, and collaborative marketing strategies. An industry insider noted, 'As rising prices increase the burden of dining out, more consumers are choosing chicken even on Boknal. We plan to actively target summer peak demand with new menus and various promotions.'
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.