Jamsil Baseball Stadium is filled with spectators during a match between the LG Twins and the Samsung Lions on Sept. 6 in southern Seoul.NEWS1
Fried chicken may have ruled the stands at Korean ballparks for years, but a new generation of food — from Korean marinated raw beef to icy bowls of fish — is stepping up to the plate.
A set with mulhoe (spicy icy bowl of raw fish) and yukhoe (beef tartare) was the most popular food ordered for pickup or delivery at baseball stadiums across the country this year, accounting for 26.9 percent of orders, according to delivery platform Yogiyo on Sunday. Gochu twigim (deep-fried chili peppers) ranked second at 11.2 percent, while fried chicken came in third at 10.5 percent.
The popularity of mulhoe and yukhoe appears to reflect fans' growing appetite for fresh, cooling foods during hot weather.
Instagram reels show how baseball fans enjoy yukhoe (beef tartare)SCREEN CAPTURE
Changing appetites are also visible on social media. Yukhoe and the franchise brand Yukhe Barun Yeono topped Yogiyo's analysis of ballpark food mentions this year. Yukhe Barun Yeono specializes in selling raw salmon dishes and yukhoe.
The longtime ballpark dominance of "chimaek," or fried chicken and beer, is beginning to wane as more varied dishes take its place.
"The trend clearly reflects a shift in ballpark culture, particularly among fans in their 20s and 30s," Yogiyo said. "Rather than greasy staples, fans are increasingly choosing fresh, higher-quality food that is easy to eat outdoors and looks good in photos.”
The shift goes beyond the menu. Fans are increasingly ordering ahead for pickup or having food delivered to their seats rather than waiting in long lines and risking missing part of the game.
Use of Yogiyo's pickup and delivery services at baseball stadiums has risen 37.3 percent so far this year from the same period last year.
Yogiyo operates pickup and seat delivery services at major ballparks, including SSG Landers Field in Incheon and Gocheok Sky Dome in Seoul.
Fans can skip long lines by collecting their orders at nearby pickup zones or having food delivered straight to their seats. The service has been well received by ballpark visitors, Yogiyo said.
The expanding menu and easier ordering experience are also reshaping the ballpark itself. They are increasingly becoming destinations where the game, dining and entertainment all come together.
"Fans are moving beyond the standard chicken-and-beer formula and embracing a wider variety of ballpark food that suits their individual tastes," a Yogiyo representative said. "This new culture of pairing the passionate cheering with diverse food options has become one of the forces driving Korean baseball's record-breaking popularity."
BY HAN YOUNG-HYE [lee.soojung1@joongang.co.kr]
This article was originally written in Korean and translated by a bilingual reporter with the help of generative AI tools. It was then edited by a native English-speaking editor. All AI-assisted translations are reviewed and refined by our newsroom.
