Targeting Asian Games ‘Home Viewers’ Without a Time Difference: Convenience Stores Launch All-Out Food and Delivery Campaigns

[Financial News] Ahead of the 2026 Aichi-Nagoya Asian Games, convenience-store companies are moving to capture demand from ‘home viewers’ who watch the games at home. As high prices make dining out more burdensome, more consumers are choosing to enjoy the games at home. In response, convenience stores are strengthening food promotions and quick-commerce delivery strategies, including ready-to-eat meals and snacks for the competition period.
According to industry sources on the 16th, major convenience stores will roll out a series of promotions on cheering foods, alcoholic beverages, and delivery services for the Asian Games, which will be held in Aichi Prefecture and Nagoya, Japan, from the 19th through the 4th of next month. Convenience-store sales have surged during international sporting events, prompting companies to move early to capture this year’s peak demand.
According to CU, sales of boxed meals rose 17.4% year on year from June 12 to 25, during the North and Central American World Cup in June. Sales of sandwiches and hamburgers increased 26.2% and 23.2%, respectively, while snacks rose 25.1%, frozen ready-to-eat foods 19.5%, and beer 18.1%. Product categories commonly enjoyed while watching games posted broad-based growth. In particular, sales at about 10 stores near Gwanghwamun jumped 3.4-fold from the previous week on the day of the Czech Republic match, the first game. 7-Eleven also saw sales of refrigerated ready-to-eat foods rise 158% year on year over the same period. Sales of ready-made chicken increased 21%, premium ice cream 26%, beer 22%, and cup noodles 12%.
CU will run promotions on about 70 products, mainly alcoholic beverages, snacks, drinks, and side dishes, for the Asian Games. The company said it has put together alcoholic beverages such as beer, whiskey, and wine, along with snacks, agricultural and seafood-based side dishes, and small portions of fruit, targeting consumers who want to watch the games simply at home. Pickup promotions through its proprietary commerce app, Pocket CU, will also be offered, linking purchases at physical stores with mobile shopping.
GS25 will also run a large-scale promotion through early next month, targeting demand for the Asian Games and the Chuseok holiday. The campaign will focus on alcoholic beverages, ready-made chicken, snacks, and drinks. It will expand its selection of popular bundled beers, highballs, whiskey, and wine, while putting its ready-made chicken brand Chicken25 front and center. Promotions on large-pack snacks and carbonated drinks will also be included, allowing home viewers to prepare their food in one purchase, the company said.
7-Eleven will hold promotions on about 300 products, including chicken, beer, whiskey, and ramen, ahead of the Asian Games. It is also placing particular emphasis on delivery promotions. By partnering with quick-commerce channels such as Baedal Minjok, Yogiyo, and Coupang Eats, the company will allow customers to receive needed products without leaving home. The strategy reflects the expectation that, because Japan—the host country of these Asian Games—has no time difference with South Korea, demand for watching the games will likely lead directly to immediate purchases and deliveries.
Jung Eun-gi, head of 7-Eleven’s product strategy team, said, "For the international sporting event, we have prepared comprehensive benefits ranging from food and alcoholic beverages to delivery services for home viewers who enjoy watching the games at home. As there is no time difference with the host country, we expect demand for cheering to increase."
[email protected] Hyunji Kim Reporter