In South Korea, chicken is more than just a snack—it's a beloved tradition that brings families together and infuses everyday life with a sense of festivity.

On July 31, Genesis BBQ, marking its 30th anniversary, invited the world-renowned football club FC Barcelona (Barça) to Seoul for an event steeped in the themes of family and celebration so intrinsic to Korean culture and the humble piece of fried chicken. While any company's 30th birthday is symbolic, in the franchise industry, surviving and thriving for three decades is proof that a brand has truly crossed generations.

To celebrate, BBQ hosted a bold event, inviting more than 30,000 "family" members—including franchise owners, employees, customers, and overseas partners—to the Seoul World Cup Stadium. The company provided nearly half of the stadium’s 64,000 seats, a move that sent shockwaves through the industry and underlined BBQ’s presence and ambition.

One memorable highlight came when Chairman Yoon Hong-geun donned the special Barça 30th anniversary jersey and greeted attendees in person, putting BBQ’s "one team" management philosophy—emphasizing unity among headquarters, franchisees, and customers—on vivid display.

The event required a direct and indirect investment of approximately 10 billion KRW (about $7.7 million USD). While a significant short-term expenditure, the brand is confident it will accrue value as an irreplaceable long-term asset, something mere advertisements cannot achieve.

The value of brand storytelling, though difficult to quantify, was undeniable. On the pitch, FC Barcelona’s star players, Lamine Yamal and Robert Lewandowski, dazzled with their performances, swiftly dispelling any skepticism bred by previous European clubs’ lackluster exhibition games in Korea.

Fans were enthralled by the high-octane football between FC Seoul and Barcelona. At halftime, some lucky spectators won the “Chicken Pension,” granting winners free BBQ chicken for one, three, or five years. The mingling aromas of fried chicken, the tension of competition, laughter among families and couples, and the sight of crowd cards spelling out “I♡BBQ” combined to create memories that money—and advertisements—simply can’t buy.

From a global expansion perspective, the business acumen was clear. BBQ, which currently operates around 700 outlets in 57 countries, has set its sights on reaching 50,000 stores by 2030, ambitiously aiming to surpass McDonald’s. The collaboration with Barça, an international sports icon, reinforced the “K-Chicken = BBQ” identity not just for in-person audiences, but also for potential customers worldwide through livestreams and foreign press coverage. The stadium’s audience included a visible contingent of overseas tourists, and the LED boards displaying the BBQ logo essentially worked as multi-lingual ads.

What also stood out was the atmosphere: headquarters, franchisees, consumers, sports fans, and families all enjoyed the occasion together. Unlike sports marketing events that sometimes risk becoming one-sided corporate showcases, this event organically blended the universal pleasure of eating chicken with the communal thrill of live sports.

From subway encounters between fans clad in Barça and FC Seoul jerseys to families and nostalgic Messi supporters, all became participants in a distinctly urban festival orchestrated by BBQ. Ultimately, BBQ’s invitation to Barça proved much more than a one-off event; it was a masterful convergence linking the company’s 30th anniversary milestone, its “family management” ethos, global market aspirations, and a strategy to unite audiences through food and sport.

The emotional resonance—fueled by the universal languages of chicken and football—will linger long after the final whistle. This event sets a new paradigm for brands seeking to harness the power of sports and cultural events to amplify their value, serving as a benchmark for companies in Korea and beyond.

Note “This article was translated from the original Korean version using AI assistance, and subsequently edited by a native-speaking journalist.”

Photo=Yonhap News, MHN