Pro baseball enters the 12-million-attendance era... Food industry cheers as K-food makes inroads at ballparks

[Financial News] The pro baseball boom, which has broken the all-time attendance record, is giving major ballpark concession stands and brands with outlets at stadiums a windfall. As the so-called ballpark mukbang—enjoying food while watching a game—has taken root as a culture, food and beverage outlets at stadiums have emerged as another key channel for the food and dining industries.
According to industry sources on the 10th, sales at major food companies with ballpark outlets have surged alongside pro baseball’s popularity. A prime example is Haitai Confectionery & Foods’ Homerun Ball, considered an essential ballpark snack. Homerun Ball, which leads sales in the ballpark snack category, again topped the list of best-selling snacks this year at GS25 stores inside Jamsil Baseball Stadium and Suwon kt wiz park. Sales of the snack at ballparks rose 6% this year compared with last year, when attendance surpassed 12 million for the first time, further cementing its status as a signature ballpark snack.
House of Lions (Haora), a food and beverage complex at Daegu Samsung Lions Park for which Samsung Welstory provided space and menu consulting this year, has also become a new attraction alongside the Samsung Lions’ championship win. Its signature dishes, the “Won Tae-in (PICK) Makchang Taco” and the “Lions Hot Blue Cheese Burger,” have won over fans visiting the stadium, selling at least 3,000 and 2,500 units, respectively. Sales rose by at least 80% compared with the previous café space.
bhc, which also has outlets at ballparks, drew an enthusiastic response from spectators with easy-to-carry items such as Bburinkle boneless chicken, Colpop, and cheese balls. Specialty outlets inside and outside stadiums, including cafés and convenience stores, were packed day after day. On the 9th of last month, when the 2026 season’s final home game was played, average sales at Starbucks’ 1F and 2F stores at Incheon SSG Landers Field were about 2.2 times those of nearby regular stores.
emart24 said snack sales at its four stores inside Incheon SSG Landers Field during this year’s pro baseball regular season (March–October) rose by about 15% year on year. Specialty stores that GS25 opened near stadiums in partnership with teams including the Hanwha Eagles and LG Twins were also bustling with fans looking for limited-edition merchandise and food.
Food and beverage companies and retailers are investing so heavily in ballpark outlets and specialty stores because spectators’ spending habits have expanded beyond simply watching games to include trying distinctive foods. The influx of young female fans in their 20s and 30s has also helped fuel a culture of sharing social media posts to show off unusual foods at different stadiums, creating a valuable opportunity for organic promotion.
An industry official said, “As pro baseball has become a major leisure activity drawing 12 million spectators, ballparks have emerged as key places for companies to expand their points of contact with customers. The marketing competition to retain young fans with products developed in partnership with teams and stadium-exclusive menus, rather than simply increasing food and beverage sales inside the venues, will grow even more intense.”
[email protected] Park Kyung-ho Reporter