(News Focus) Nvidia CEO Jensen Huang's food tour sparks buzz for Korean restaurants, brands (original) (raw)

By Kim Han-joo

SEOUL, June 9 (Yonhap) -- "Chimaek," the Korean pairing of fried chicken and beer, is more than a popular meal. It has become a symbol of everyday life in South Korea, offering workers a simple way to unwind after a long day.

During his visit to South Korea, Nvidia Corp. CEO Jensen Huang stepped into that familiar cultural setting, sharing fried chicken and beer with business leaders in central Seoul while drawing large crowds of admirers.

His dining choices ranging from fried chicken to pork belly have since sparked widespread interest online, delivering an unexpected boost to local restaurants and food brands.

Nvidia Corp. CEO Jensen Huang (L) and SK Group Chairman Chey Tae-won bump fists during dinner at a chicken restaurant in southern Seoul on June 7, 2026. (Yonhap)

"Nothing is better than chimaek," Huang said while dining with SK Group Chairman Chey Tae-won during his high-profile visit, which concluded Tuesday.

Industry officials said the restaurants Huang visited and the foods he sampled quickly gained attention on social media, generating significant promotional value for the businesses involved.

Younger consumers have even nicknamed Huang "meokjalal," a Korean expression describing someone with exceptional taste in food, while sharing his dining itinerary in real time online.

On the first day of his trip on Friday, Huang joined a casual Korean barbecue dinner with leading South Korean business figures, including Chey, LG Group Chairman Koo Kwang-mo and Naver chief Lee Hae-jin.

The group gathered at a samgyeopsal restaurant in Seoul's popular Hongdae district, where they enjoyed grilled pork belly accompanied by a mixture of soju, a combination commonly known as "sam-so."

Hundreds of onlookers and journalists assembled outside the restaurant to catch a glimpse of the gathering, which brought together executives representing nearly every segment of the artificial-intelligence (AI) value chain, including semiconductors, data centers, AI models, software and robotics.

After the meal, Huang handed out "Honey Banana Flavor HBM Chip" snacks, a collaboration between convenience-store chain 7-Eleven and SK hynix, to fans waiting outside and ate one himself.

Nvidia Corp. Chief Executive Officer (CEO) Jensen Huang, SK Group Chairman Chey Tae-won, LG Group Chairman Koo Kwang-mo and Naver Chairman Lee Hae-jin (from R to L) toast during dinner at a samgyeopsal restaurant in the Hongdae area, northwestern Seoul, on June 5, 2026. (Pool photo) (Yonhap)

Daily sales of the snack jumped 766 percent on Saturday from the same day a week earlier, while weekend sales rose to roughly eight times the previous week's level.

Huang continued his eating tour Sunday evening with a stop at a fried-chicken restaurant, where he and executives of chip giant SK hynix ordered fried chicken and beer.

Sales at the outlet increased more than 20 percent during the Friday-Sunday period compared with the previous week.

During his five-day visit, Huang also sampled a range of Korean food and beverages, including steamed eggs, banana milk and sikhye, a traditional sweet rice drink.

Industry observers say the so-called Jensen Huang effect is helping promote Korean food culture both domestically and abroad while providing a welcome lift to the restaurant industry amid sluggish consumer spending.

The phenomenon gained further momentum when Huang was seen ordering BBQ's fried chicken for delivery while attending a baseball game at Jamsil Baseball Stadium in Seoul on Saturday.

"We are considering menu packages and marketing promotions related to CEO Huang's visit," a BBQ official said.

Executives across the chicken industry said Huang's repeated consumption of Korean fried chicken has generated attention not only for individual brands but also for the broader category, as images and videos of his meals continue to circulate across domestic and international media.

Industry officials say the impact is particularly notable because the exposure stemmed from Huang's personal choices rather than paid advertising campaigns.

"K-food is being introduced naturally to global audiences through one of the world's most influential technology executives," said a food industry official who declined to be identified. "We expect the positive promotional effect to extend beyond the domestic market and support overseas demand as well."

Another industry official said Huang's movements have begun generating a type of fan-driven consumer response.

"Wherever Jensen Huang goes, spending tends to follow," the official said. "Because these are voluntary choices rather than sponsored appearances, consumers are actively sharing the experiences on social media and maintaining strong interest."

Nvidia Corp. CEO Jensen Huang leaves Gimpo International Airport on June 9, 2026. (Yonhap)

khj@yna.co.kr
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