"Chimaek, a word that combines "chicken" and the Korean word for beer, "maekju", is the go-to food and drink during sporting events here in the nation."
Statistics back it up.
During the 2010 World Cup in South Africa, sales of chicken and beer in Korea almost doubled compared to the same period in the previous year.
A similar effect was seen during the 2006 World Cup.
But the effect has been muted during this year's global event, mainly due to the time difference between Brazil and Korea.
While Team Korea plays its games in Brazil, it will be the early morning here in Korea -- a fact that doesn't please chicken franchises.
"The World Cup games are starting in the wee hours this year. Chimaek was not part of the hype so sales have been lower than expected."
Although it's clear that fried chicken and beer businesses won't see sales go through the roof as in past World Cup events, there is a certain type of business that's benefiting from the Brazil-Korea time difference. It's the 24-hour convenience store.
"Sales have gone up since the World Cup started, especially snacks and ready to eat meals. CU also has World Cup promotions to attract customers."
According to CU, a major convenience store franchise, sales of ready to eat meals and snacks were up 15 percent, bottled water up over 50 percent and coffee up nearly 10 percent during the first week of the Brazil World Cup, compared to a week earlier.
Kim Hyun-bin, Arirang News.