When it comes to choosing the right beer to wash it down with, Choi references local brands like Terra, Kloud, and Oriental Brewery, known for their lightness. “Korean beer is, flavor-wise, not really strong. You get the coolness from the beer, and then you get the flavor from the chicken.”
Seoul’s high population density and youthful demographics make it a natural epicenter for soccer fandom, with public match watching spots along the Han River and in Gwanghwamun Square, which swelled with crowds during the 2022 World Cup with live screenings. For those in Seoul when Korea plays Czechia in the group stage on June 11, the advice is simple: Find the party, and the chimaek will follow. “It’s fun to go to areas in Seoul where there will be a lot of people gathering, like Hongdae, or Itaewon, which is very international,” says Yoo. What’s more, diners can get virtually anything delivered–at any time–directly to wherever they are watching the game. Delivery drivers can even bring food to a specific row in a stadium, or GPS location.“The delivery culture is so big in Korea, and chicken is the most [popular] order,” Choi says.
More than convenience, however, chimaek speaks to the communal dining traditions present across Korea. “These days, most K League clubs have developed their own unique fan atmosphere and food culture around the stadium experience,” says Min Joo Kim, Head of International Business Development at the Korea Professional Football League. “Food plays a very important role in the overall fan experience because clubs understand that eating together naturally encourages people to stay longer, interact, and enjoy the atmosphere collectively. Food culture has become an important part of how clubs build community around matchdays.”
If ordering chimaek on game day, it’s a meal best enjoyed with friends, says Yoo. “Maybe your friend loves yangnyeom, and you love regular, so you can order 50/50. The beer has to be ice cold, better if you can get it on draft. In Korea we usually drink beer with little short beer glasses, but in more hof‑style places you might find classic beer steins.”