The prestigious professional soccer club FC Barcelona is visiting Korea for the first time in 15 years. This is to compete against FC Seoul. It was not the soccer association or any soccer team that brought FC Barcelona here, but the chicken franchise company Genesis BBQ. The expense incurred for this is a whopping 10 billion won. This is more than 10% of last year's operating profit of 7.3 billion won. Why has a chicken company invested such a large sum to arrange a soccer game? There are three reasons.
① Better promotional effects than Hallyu stars
According to industry sources on the 15th, Genesis BBQ, which is expanding its business overseas, determined there is no better promotional tool. As of last year, FC Barcelona's brand value was $1.43 billion (approximately 1.97 trillion won). The number of social media followers is around 360 million, the second highest among global soccer clubs. With the high likelihood of exposure to followers when FC Barcelona plays a game, Genesis BBQ can enhance its overseas recognition.
In the advertising industry, it is believed that the effect would be better than signing a contract with a typical Hallyu star for a year, comparing follower counts alone. The 'Hallyu Status Survey' conducted by the Ministry of Culture, Sports and Tourism, together with the Korea Cultural Exchange Promotion Agency, confirmed the usage and spread of Korean Wave (K) culture content in major overseas countries. According to the survey, as of 2024, actor Lee Min-ho has ranked first for seven consecutive years since 2018. Combining Lee Min-ho's followers across Instagram, YouTube, and Facebook, the total is about 99 million as of 2023.
An advertising industry official noted, “It is difficult to employ multiple Hallyu stars who are popular overseas, and even if we hired them all, it would be hard to achieve the same effect as FC Barcelona,” adding, “Genesis BBQ seems to have made good use of sports marketing.”
The fact that it is the club of the world's most expensive player, Lamine Yamal, adds to the promotional effect. Lamine Yamal is known as 'the successor to Messi' with his left-footed skills and dazzling individual techniques. His record is also impressive, with 25 goals and 34 assists in 106 official matches since debuting with Barcelona's first team. The distribution industry believes that the promotional effect would be even better if key FC Barcelona players like Lamine Yamal and Robert Lewandowski participate in the game.
② Ambitions to surpass McDonald's, best represented by this club
It is also effective in illuminating Genesis BBQ's vision. Yoon Hong-geun, chairman of Genesis BBQ, stated, “FC Barcelona not only shows teamwork that connects generations and cultures but also symbolizes the values of an organization that grows and moves forward together, which aligns with BBQ's management philosophy.” He added, “By 2030, we aim to establish 50,000 franchise stores worldwide, completing Genesis BBQ as the largest and best franchise group that surpasses McDonald's.”
During this process, Yoon emphasizes the spirit of constant challenge. This is similar to the path taken by FC Barcelona. Founded in November 1899, FC Barcelona has over 100 years of history. In the past, FC Barcelona was not considered to have value surpassing Real Madrid. However, with the increasing strength of the 'values of an organization that grows and moves forward together', it ranked first for the first time in 2021, surpassing Real Madrid in the ranking of soccer club values. This is according to a survey by Forbes, a U.S. economic magazine. At that time, Forbes noted, “The clubs that held the number one position in the 'global soccer club value' ranking over the past 16 years were Real Madrid (5 times) and Manchester United (11 times) only.”
A Genesis BBQ official noted, “FC Barcelona's path aligns with the dream of surpassing McDonald's, the world's largest franchise, which is why we invited them.” Currently, BBQ operates approximately 4,500 stores in 57 countries abroad. In the U.S., they have also opened stores in 32 states, laying the groundwork for a global brand.
③ Helping franchisees concerned about delivery costs and profitability
Additionally, it is expected to be helpful for Genesis BBQ franchisees. To enter the lottery for tickets to the FC Barcelona vs. FC Seoul game, one must sign up for the BBQ app. Inviting friends who are not members can earn additional chances to enter. Moreover, customers who place orders through the BBQ app will also receive a lottery ticket. Special tickets have been prepared for consumers who order a lot. A Genesis BBQ official stated, “If BBQ app orders increase, the delivery fees can be reduced, which means that profitability for franchisees will rise, leading to preparations for the 30th anniversary event.”