The day FC Barcelona came to Seoul … Korean festival made by 30 -year -old BBQ football

(MHN Joo Jin -no) Chicken is a ‘national snack’ and a small festival in everyday life.

The Genesis BBQ, which celebrated its 30th anniversary on July 31st, invited the world’s prestigious FC Barcelona (‘Barsa’) to Seoul, and the meaning of ‘family’ and ‘festival’ contained in this piece of chicken are closely intertwined.

The 30th birthday is symbolic to any company, but in the franchise industry, 30 years is a certificate that the brand has crossed the generation. The BBQ held the ceremony in a bold way to invite 30,000 people to the Seoul World Cup Stadium, including ‘Merchants, Employees, Consumers, and Overseas Partners.’

The fact that nearly half of the 64,000 seats is provided by a company is a message that shakes the industry. In addition, Chairman Yoon Hong -geun was directly wearing a BBQ -type management philosophy of ‘headquarters, affiliates and customers,’ which made the BBQ -type management philosophy of ‘headquarters, franchisees and customers’.

The direct and indirect costs of the BBQ in the event amounted to about 10 billion won. In the short term, it is never a small cost, but in the long run, it is likely to be accumulated as a brand asset that cannot be replaced by advertising.

The brand storytelling, which is hard to convert into numbers, is also important. Varsa played a dazzling play by world -class star Ramin Yamal and Robert Levandowski, erasing the ‘one -minute travel controversy’ of European clubs in the past.

The crowd was enthusiastic about the fierce scenes created by FC Seoul and Barsa, and the ‘Chicken Pension’ draw was held during the half time, creating a protagonist of free chicken benefits for five, three, and one year. This experience of the smell of chicken, the tension of victory, the laughter of the family and lovers, and the ‘I ♡ BBQ’ of the card section becomes a memory asset that cannot be bought even if you spend advertising.

The calculation is also clear in terms of global expansion. BBQ currently has a grand goal of ‘McDonald’s Overpass’ by 2030 stores from 700 stores in 57 countries.

The collaboration with the global sports icon called Varsa imprints the image of ‘K‑ Chicken = BBQ’ to potential customers such as Southeast Asia, the United States, and Europe through SNS relay and foreign media reports as well as on -site audiences. In fact, many overseas tourists were noticeable on the stadium, and the LED billboards with the BBQ logo actually acted as a multilingual indirect advertisement.

The franchise headquarters, merchants, consumers, sports fans, and family members enjoy the same space. While sports marketing is easy to be a ‘unilateral show of a company’, this event naturally melted the characteristics of ‘eating and enjoying’ products like chicken.

Fans of the lovers and families of the Barsa and FC Seoul uniforms faced in the subway, and fans with nostalgia for Messi – they were members of the ‘Urban Festival’ made by BBQ before the start of the game.

The invitation of the BBQ’s Barsa was not just a one -off event, but the historical momentum of the 30th anniversary, the ‘family management’ that encompasses the merchants and customers, the cultural storytelling for the global market, and the sports and food combined strategy that the family can enjoy together.

Beyond the win or loss, the two universal languages of ‘chicken and soccer’ remain long. And this will be a new textbook to be referred to when domestic and foreign companies try to amplify their brand value by using sports culture events.

Photo = Yonhap News, MHN