Sales at BBQ's Hongdae branch jump more than 20% week-on-week

Nvidia CEO Jensen Huang drinks beer while watching the 2026 KBO League game between the Kiwoom Heroes and the Doosan Bears at Jamsil Baseball Stadium in Seoul on Sunday. [Joint press corps] [Yonhap]
Nvidia CEO Jensen Huang drinks beer while watching the 2026 KBO League game between the Kiwoom Heroes and the Doosan Bears at Jamsil Baseball Stadium in Seoul on Sunday. [Joint press corps] [Yonhap]

Nvidia CEO Jensen Huang's love of K-chicken has become the talk of the town during his visit to South Korea.

On Sunday, Huang threw the ceremonial first pitch at a Doosan Bears home game at Jamsil Baseball Stadium in Seoul's Songpa-gu, then settled into the stands to watch the game while eating BBQ's Crunchy Boneless Cracker chicken.

The Crunchy Boneless Cracker is a boneless chicken product made from thigh meat seasoned with oregano and umami flavors, coated in fine breadcrumbs and deep-fried to a crisp, cracker-like texture. It retails for 20,000 won (about $13) per bird.

Nvidia ordered 113 boxes of the Crunchy Boneless Cracker delivered to its group seating section. BBQ sent headquarters staff to the stadium to assist with chicken preparation and service.

BBQ has operated inside Jamsil Baseball Stadium since 2019 and currently runs four stores there — two on the first floor, one on the second and one on the third.

Huang was later spotted in the stands eating the chicken and buying beer from a roving vendor carrying a keg on his back.

He also made his affection for chimaek clear during the first-pitch ceremony. Taking the mound, he declared, "There is nothing better than chimaek," drawing a loud cheer from the crowd.

Huang had also visited BBQ on Friday, the first day of his trip to South Korea. After a dinner of samgyeopsal, or grilled pork belly, with soju and beer at Hyeongnim Jeoyo, a grilled pork restaurant near Hongik University Station in Mapo-gu, Seoul — where he was joined by SK Group Chairman Chey Tae-won, LG Group Chairman Koo Kwang-mo and Naver Chairman Lee Hae-jin — the group chose BBQ's Hongdae branch as their next stop. They ordered BBQ's signature Golden Olive Chicken along with draft beer, canned Cass beer and cola.

BBQ said Huang and his party visited the Hongdae branch at around 8:30 p.m. Friday, and that sales at the store on Friday and Saturday rose more than 20 percent compared with the same days the previous week.


siuu@heraldcorp.com