Yukhoe and mulhoe combo leads Yogiyo's ballpark pickup and delivery orders

Fried peppers come in second as stadium food scene diversifies

An aerial view of Gwangju-Kia Champions Field. [Yonhap]
An aerial view of Gwangju-Kia Champions Field. [Yonhap]

The reign of chimaek — the beloved pairing of fried chicken and beer — has been shaken at South Korea's professional baseball stadiums. A raw fish and beef combo has taken the top spot.

According to online food delivery platform Yogiyo, the mulhoe and yukhoe set — chilled raw fish soup paired with seasoned raw beef — led all ballpark pickup and delivery orders this year with a 26.9 percent share. Fried peppers came in second at 11.2 percent, while chicken, long the undisputed king of stadium food, slipped to third at 10.5 percent, signaling a new era of diversity in ballpark dining.

A social big data analysis of baseball-related food mentions conducted by Yogiyo this year found that yukhoe and yukhoe-topped salmon were also the most frequently cited ballpark foods on social media.

Yogiyo said the shift "clearly reflects a change in ballpark culture driven by fans in their 20s and 30s," adding that fresh, photogenic foods and premium dining options that can be enjoyed cleanly outdoors have rapidly risen to prominence, replacing greasy fare.

The platform also noted a sharp rise in smart ordering as more fans seek to enjoy food without missing a pitch. Yogiyo's ballpark pickup and delivery usage this year climbed 37.3 percent compared with the same period last year. The service currently operates at major venues including SSG Landers Field in Incheon and Kiwoom Heroes' Gocheok Sky Dome in Seoul, offering both pickup orders and in-seat delivery.

Fans can receive their orders at their seats or at nearby pickup zones without waiting in long concession lines, Yogiyo said, adding that on-site satisfaction has been very high.

"We're seeing a culture take hold where fans move beyond the one-size-fits-all chimaek formula and enjoy a diverse range of 'yapu' — baseball food — tailored to their own tastes," a Yogiyo official said. "This new viewing culture, where fans savor both the excitement of cheering and elevated dining at the same time, is one of the key forces driving the record-breaking popularity of Korean baseball."

Meanwhile, Yogiyo currently ranks third in South Korea's online food delivery platform market, behind Baemin and Coupang Eats.


mkkang@heraldcorp.com