Foreign Tourists Are Hooked on ‘K-Chicken’... 7-Eleven Chicken Sales Up 63%

[Financial News] 7-Eleven is expanding its product range to tap demand for convenience-store food, as purchases of convenience-store chicken by foreign tourists visiting Korea have surged.
According to KOREA SEVEN CO., LTD. on the 20th, 7-Eleven’s overall chicken sales from January to September this year rose 19% from the same period last year. Chicken sales to foreign customers during the same period increased 63%, far outpacing the growth in overall sales.
Chicken sales to foreign customers from 6 p.m. to 11 p.m. surged 341% year over year. Sales of nonalcoholic beer and highballs in the same time slot also rose 153% and 143%, respectively. This appears to reflect a trend of foreign tourists who spent the day sightseeing and shopping buying chicken, drinks and other items at convenience stores on their way back to their accommodations.
As the number of foreign tourists visiting Korea grows, demand for convenience-store food is also on the rise. According to the Korea Tourism Organization’s Korea Tourism Data Lab, 15.05 million foreign tourists visited Korea from January to August this year, up 21.6% from 12.38 million in the same period last year.
In response, 7-Eleven is expanding its chicken range to reflect the diverse tastes of foreign tourists. One notable example is the addition of chicken wings to its cut-up chicken offerings, which previously focused on drumsticks.
On the 9th, 7-Eleven launched “Spicy Crumble Whole Wings.” The product lets customers enjoy wings, drumettes and wing tips all at once. Coated in a special batter made with crumble, it has a crispy texture, with added spice and umami.
7-Eleven is also stepping up discount promotions to meet growing demand for chicken. Since September, it has designated the third Friday of each month as “Chicken Day.” On the second Chicken Day, held on the 16th, same-day sales of ready-to-eat chicken were up 76% from the average daily sales for the 1st through the 18th of this month. At the first event last month, chicken sales also rose 61% from the September daily average. The next Chicken Day will take place on November 20.
Shim Seung-wook, the merchandiser in charge of chicken on 7-Eleven’s ready-to-eat foods team, said, “We are working to differentiate our products by reflecting the tastes and purchasing trends of diverse customer groups, including foreign tourists visiting Korea.” He added, “We will continue to introduce chicken products tailored to customer demand and strengthen the competitiveness of convenience-store food offerings.”

[email protected] Jang Yu-ha Reporter