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| Korea Skating Union Chairman and Genesis BBQ head Yoon Hong-geun / Korea Times file photo |
By Lee Kyung-min
Korea Skating Union Chairman Yoon Hong-geun, who is also the chairman of Genesis BBQ, is facing criticism for having 2022 Beijing Winter Olympic skaters "promote" the country's third-largest fried chicken franchise, according to critics Monday.
Critics take issue with Olympic athletes mentioning the brand's top-selling menu items right after winning medals in nationally televised interviews, calling it distasteful to use the attention-grabbing few seconds in the promotional scheme.
They also say the fried chicken seller is fully aware that there would be objections to Olympic athletes raising the country's profile on the global stage, but was counting on most consumers indulging the young hard-working athletes, despite the corporate profit motive at play.
30% sales increase
According to Genesis BBQ, sales of its Golden Olive Chicken soared about 30 percent compared to the seasonal average from Feb. 9 to 11, with orders from franchisees for ingredients needed for the menu item spiking 50 percent higher than usual.
This popularity was buoyed almost exclusively by a mention from short-track speedskating gold medalist Hwang Dae-heon.
In a media interview held immediately after his gold medal performance in the men's 1,500-meter short-track speedskating event, Feb. 9, Hwang namedropped the franchise and its menu item.
When reporters asked him what he wanted to do the most after going back to Korea, Hwang said: "I want to eat chicken. I really like BBQ Chicken. I had BBQ Chicken before coming to Beijing. I really like BBQ's Golden Olive Chicken Legs."
Also fueling the sales was women's 1,000-meter short track silver medalist Choi Min-jeong who asked Yoon if she could still have a lifetime supply of his company's fried chicken, despite her falling short of winning a gold medal.
Yoon said in response that he would consider the playful request, one of many made by Olympic athletes over the past week.
According to Data Lab, a data analysis service provider operated by Naver, the volume of search words related to "Golden Olive" more than doubled last week after the two skaters' comments.
Lee Yeo-jin, an office worker in his 40s, said he suspects Hwang made the comments to become the next BBQ advertising model, succeeding Korea's volleyball great Kim Yeon-koung whose contract is set to end next month.
"He is clever, knowing exactly when to seize the opportunity when it presents itself," Lee said. "I suspect BBQ was probably behind having him be specific about mentioning its brand name and hit menu item."
An industry official said on condition of anonymity that BBQ is cheapening the sportsmanship of the event by reducing it to a commercial vehicle. "It's a cheap shot, and an easy one at that," he said.
A Genesis BBQ spokesperson said the claims are baseless. "Athletes say they like our products, because they do like them," the spokesperson said. "We have no ulterior motives."
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