With the 2026 Aichi-Nagoya Asian Games (Sept. 19–Oct. 4) opening next month, the food and dining industry is lining up to sponsor the national team. However, observers say interest is lower than for the World Cup or the Olympics, and the sports fervor has not returned to past levels after this year's North and Central America World Cup. So far, corporations appear to be focusing more on supporting the team and boosting brand image than on large-scale promotions.
On the 31st, according to the food and dining industry, the Korean Sport & Olympic Committee (KSOC) official partner CJ CheilJedang(097950) held a "Bibigo Day" on the 27th at the Jincheon National Training Center in North Chungcheong for about 800 people, including national team athletes and coaching staff preparing for the Aichi-Nagoya Asian Games.
Genesis BBQ on the 20th delivered a 100 million won encouragement fund to the Republic of Korea national team at the Jincheon National Training Center in North Chungcheong. Earlier last month, it visited the training center and served a special chicken meal to athletes and coaching staff.
Paris Baguette also visited the Jincheon National Training Center on the 20th and delivered products from its health bakery brand "PARAN LABEL." Since signing a sponsorship agreement in 2024 with the Korean Sport & Olympic Committee (KSOC) and the Republic of Korea national team "Team Korea," Paris Baguette has continued its support through the Olympics, the Winter Olympics, and now the Asian Games.
Maeil Dairies(267980), through its nutrition brand Selex, is providing products worth 100 million won annually to the national team, and Jeju Samdasoo joined as the official partner of the e-sports national team. Baemin recently held a cheering event for national team athletes at the Jincheon National Training Center and provided snacks and gift certificates.
Corporations are stepping up to sponsor the Asian Games because it both symbolizes support for the national team and can enhance brand image. In particular, as the Asian Games are broadcast not only in Korea but across Asia, it is also an opportunity for food and dining companies expanding overseas to raise brand awareness.
Still, within the industry there is a sense that it is hard to predict whether this edition will be a hit. The Asian Games draw less interest than the World Cup or the Olympics, and with the soccer national team falling short of expectations at this year's North and Central America World Cup, some say sports fans' interest has cooled compared with previous years.
Because of this, there have not been many large-scale discount events or cheering promotions aimed at consumers so far, unlike during the 2023 Hangzhou Asian Games. At that time, Kyochon Chicken, Domino's Pizza, bhc, CU, GS25, and 7-Eleven ran competing promotions such as match-result prediction events, chicken discounts, and beer discounts.
A food industry official said, "It is true that when international sports events are held, they have a positive effect on consumer sentiment," adding, "We expected this year's World Cup to have little impact because the matches were in the morning, but in reality, group orders increased and many customers cheered together in stores."
The industry expects the performance of the Republic of Korea squad to determine whether the event becomes a hit. If strong showings by the national team rekindle the cheering fervor, corporations could ramp up marketing; if interest falls short of expectations, a "low-risk" strategy centered on team sponsorships is likely to continue.
A dining industry official said, "Even if the Asian Games do not have the impact of the World Cup, it is an event that self-employed people and the dining sector can pin hopes on," adding, "With time still left until the opening, there is a possibility of additional consumer promotions."