KBO game days drive 90% surge in local business sales

A Korea Baseball Organization (KBO) League game between the Doosan Bears and Lotte Giants played to a full house at Jamsil Baseball Stadium in Seoul’s Songpa District on June. 6. /News1

South Korea’s professional baseball league has drawn over 5 million fans in record time this season, and new data shows that every game day is bringing a substantial boost to local businesses near stadiums.

According to a report released by KB Kookmin Card on June. 15, sales at businesses in five major categories surrounding the country’s nine professional baseball stadiums were 90% higher on game days compared to non-game days. The analysis covered the period from Mar. 22, when the 2024 season began, through May 31 and focused on fast food outlets, convenience stores, restaurants, coffee and beverage shops, and bakeries. Among the five sectors analyzed, fast food establishments—which include fried chicken shops—saw the most dramatic spike in revenue, recording a 166% increase on game days. Convenience stores followed with a 122% jump, while restaurants (including pubs) and coffee and beverage shops each rose by 76%. Bakeries saw a 62% rise in sales.

The report also noted noticeable differences in sales spikes depending on the rivalry matchups, with some derbies driving more foot traffic and spending than others. The “Dangun Match” between the Doosan Bears and Kia Tigers led the pack, with surrounding area sales up roughly 42% on game days compared to other matches. That was followed by the “Classic Series” between the Samsung Lions and Lotte Giants at 33%, the “Harbor Series” between SSG Landers and Lotte Giants at 7%, the “Jamsil Derby” between LG Twins and Doosan at 4%, and the “El-Lotte Classico” between LG Twins and Lotte Giants at just 0.1%.

When comparing this year’s stadium-area revenue to that of 2022, KB Kookmin Card found a roughly 30% increase. The stadium showing the sharpest post-game growth was Hanwha Life Eagles Park in Daejeon, where sales surged by 46% compared to two years ago. Weekend games proved particularly profitable, with local businesses seeing a 60% boost in revenue, compared to 30% on weekdays. Other stadiums showing strong gains included Daegu Samsung Lions Park (42%) and Sajik Baseball Stadium in Busan (20%).