"Baseball Stadium's 'Chimaek Rule' Overturned: New Clean-Eating Food Trends Replace Greasy Classics"

'Yukhoe·Mulhoe Set' Takes the Top Spot
"People in Their 20s and 30s Prefer Fresh Food and Gourmet Options"

The landscape of delivery food at professional baseball stadiums has shifted dramatically, with "chimaek" (chicken and beer) ceding its throne to dishes like "yukhoe·mulhoe" (beef tartare and cold raw fish soup).

According to the delivery platform Yogiyo on September 6, the most popular take-out and delivery menu item at baseball stadiums this year was the "yukhoe·mulhoe set" (26.9%). In second place was "fried chili peppers" (11.2%), while "chicken"—once the representative baseball stadium menu—came in third (10.5%).

For a long time, "chimaek" reigned supreme as the staple of stadium snacks, but now a wider variety of unique dishes are taking its place. In fact, Yogiyo’s analysis of social media (SNS) big data related to stadium food this year found that the menu item most frequently mentioned in connection with baseball was "yukhoe/yukhoe-topped salmon."

Yogiyo explained, "This clearly reflects changes in the baseball viewing culture, especially among people in their 20s and 30s. Instead of greasy food, there’s growing popularity for fresh products or high-quality gourmet fare that can be conveniently enjoyed outdoors and look great in photos." Additionally, given that baseball games continue even in hot weather, the refreshingly savory flavor profile of the mulhoe·yukhoe set has particularly appealed to fans.

Jensen Huang, CEO of NVIDIA, is eating BBQ Chicken at Jamsil Baseball Stadium in Seoul. Provided by Genesis BBQ.

Yogiyo is actively operating take-out order and in-seat delivery services at major stadiums such as SSG Landers Field (Incheon) and Kiwoom Gocheok Sky Dome (Seoul). As of recently this year, take-out and delivery service usage at baseball stadiums via Yogiyo increased by 37.3% compared to the same period last year. As more people visit the stadiums and queue times lengthen at popular vendors, the number of fans opting for smart order services in order to enjoy their food conveniently without missing the flow of the game has surged.

These changes in the culinary landscape show that baseball stadiums are evolving into comprehensive food and cultural spaces where diverse dining and entertainment options are merged, rather than merely serving as venues for sports. Yogiyo commented, "A diverse 'yasik' culture (baseball food—foods eaten while watching baseball) tailored to individual preferences has taken root, moving away from the uniform 'chimaek formula.' The new culture of enjoying both the excitement of cheering and elevated gourmet offerings is now acting as one of the key drivers behind the record-breaking popularity of Korean baseball."

This content was produced with the assistance of AI translation services.