Orders on delivery app Baedal Minjok surged after a national team football match held on a weekday morning, data showed. Group viewing demand from office workers and university students drove chicken orders up nearly 10-fold from a week earlier despite the morning time slot.

Woowa Brothers said on Saturday that the number of Baedal Minjok orders from 9 a.m. to noon on June 12, when South Korea’s national team played the Czech Republic, rose 51.5 percent from the same day a week earlier on June 5. It was also up 65.4 percent from the same day a year earlier on June 13, 2025, and up 36.6 percent from the same day a month earlier on May 8.

Orders between 10 a.m. and 11 a.m., ahead of kickoff at 11 a.m., jumped 90.6 percent from a week earlier, showing demand concentrated before the match.

Chicken stood out most. Chicken orders rose 875.8 percent from a week earlier in the same time slot, the largest increase among all food categories. Despite typically accounting for a low share of morning orders, chicken ranked third by total orders on the day, after cafe and dessert and fast food. Other sports cheering staples followed, including pizza, up 220.8 percent, and jokbal and bossam, up 97.9 percent. Overall delivery demand also expanded, with orders rising across all categories including fast food, up 54.2 percent, Chinese food, up 53.2 percent, bunsik, up 38.1 percent, lunch boxes, up 26.6 percent, and cafe and dessert, up 25.6 percent.

This football-driven surge was pronounced in major office districts and university areas. Orders in major office districts, where group viewing by office workers continued, rose 46.4 percent from a week earlier. By area, growth was highest in the Gwanghwamun area, up 115 percent, followed by Yeouido, up 71.3 percent, Euljiro, up 58.5 percent, and Yeoksam-dong, up 34.7 percent.

Orders in university districts, where people watched the match on and off campus, also rose 51.5 percent from a week earlier. Orders increased broadly across major university areas in Seoul, including near Korea University, up 59.6 percent, near Kyung Hee University and Hankuk University of Foreign Studies, up 56.6 percent, near Seoul National University, up 56.1 percent, near Hanyang University, up 50.3 percent, and near Yonsei University and Ewha Womans University, up 49.4 percent.

A Woowa Brothers official said, "An increase in orders of this scale in the morning is unusual." The official added, "We were able to confirm in the data that a new culture is emerging in which people enjoy national team matches with delivery food regardless of the time of day."

Baedal Minjok is also running a large discount event, the 'Baemin Meogeulbok Festa', through July 19 to match demand for sports viewing and the peak summer delivery season. It is offering discount coupons of up to 10,000 won at more than 100 popular brands including BBQ, BHC, McDonald's, Mom's Touch and Burger King.