Baedal Minjok sent food worth 5,000 meal portions to young athletes competing in the 2026 National Youth Sports Festival. It was part of the "Baemin Support Lunchbox" campaign for athletes who have held back from eating what they want while losing weight and training for fitness.

The 2026 National Youth Sports Festival, which opened on May 23, was held across Busan for 4 days. About 18,000 members of delegations from 17 cities and provinces competed in 40 events at 55 venues including Busan Asiad Main Stadium. After weigh-ins, athletes headed to mint-colored food trucks lined up in front of the venues. The area quickly filled up with chatter such as, "What are you going to eat?" and "I want to eat tteokbokki."

Baedal Minjok deployed food trucks at 3 venues in Busan that day. At Gangseo Sports Park, where taekwondo matches were held, trucks from Lee Jae-mo Pizza, Cheogatjip Seasoned Chicken and Choryang Traditional Market were set up. Isaac Toast, School Food and Yoajung handled meals for athletes in the morning at the ssireum venue at Busan Health University, and in the afternoon at the archery and roller venues at Eulsukdo Sports Park. At all venues, a B Mart food truck also provided for free 7 kinds of daily-necessity bundles including snacks, drinks and wet wipes.

On site, chicken kept coming out nonstop from the Cheogatjip Seasoned Chicken truck. Lines did not let up for tteokbokki from School Food and Choryang Traditional Market, and for Yoajung yogurt ice cream. In front of the Lee Jae-mo Pizza truck, athletes exclaimed, "I never thought I'd get to try this here."

Athletes consistently cited food as the hardest part of training. Minjun Cho (조민준), a sixth-grade student from Seoul competing in ssireum, said he had to lose 8 kg ahead of the competition. "Not being able to eat what I want was the hardest part, and I especially wanted tteokbokki so much," he said. Jihoo Park (박지후), also a sixth-grade student from Seoul in the same event, said stamina training that required continuous running was the hardest, but added, "I was so happy I could eat Yoajung today." Eunho Kim (김은호), a sixth-grade student from South Chungcheong Province met at the taekwondo venue, said there were times he could not have late-night snacks, ramen, or even water because of weight control.

In front of the food, athletes quickly relaxed. Hyuna Choi (최현아), a fifth-grade student from Seoul competing in taekwondo, said she had pushed through training while holding back from eating what she wanted out of fear she would feel heavy during competition. She said she was glad to see the lunchbox after finishing her match. Jihoon Song (송지훈), a sixth-grade student from Seoul who had his first match the next day, said he had been very nervous but found a chicken truck as soon as he came out. "Thanks to that, I think I can do well tomorrow," he said. Yuha Nam (남유하), a fifth-grade student from Seoul competing for the first time, also laughed as she said she usually cannot eat such food because of training, but there was pizza, chicken and tteokbokki all together that day.

An on-site profile photo event was also held, prepared through talent volunteering by Baedal Minjok employees. Yoonseul Kim (김윤슬), a fifth-grade student from Busan competing in roller, said she took photos because she wanted a picture to upload to her KakaoTalk profile and that the results were satisfying. Chaeun Kim (김채은), a third-grade student from Busan who came out to cheer, also joined the shoot and said she wanted to record what it looked like at that moment. A message board for writing supportive notes to athletes was also set up on one side of the venue.

Baemin "If we can keep cheering someone on with what we do best"

Franchise officials who took part on site also shared their impressions. Seunghyun Lee (이승현), a deputy manager at Isaac Toast, said the most memorable moment was when athletes who had finished their matches gathered at the booth with teammates and the site quickly filled with energy. He said he could feel the true sports spirit as he watched athletes look after each other and tell one another "good job" regardless of results. Jaeyoon Jo (조재윤), a head manager at Cheogatjip Seasoned Chicken, said it was regrettable that he could not prepare more food because more athletes than expected had flocked to the trucks, but added that he hoped they could continue being with children across the country.

Athletes also voiced hopes for next year's event. Choi said the National Youth Sports Festival will be held on Jeju Island next year and that she hoped Baemin food trucks would go to Jeju as well. Some athletes shouted, "If food trucks come again next year, please send malatang."

Eunjung Kim (김은정), a CSR team leader at Woowa Brothers who prepared the event, said the athletes who had been serious and intense even when nobody was watching looked like children only after they came to the food trucks, chatting as they ate. "I am glad we came to cheer children who challenge themselves for their dreams and who do their best sweating regardless of wins or losses," she said. Kim added, "If Baemin can keep cheering someone on with what it can do best, we plan to continue."