A dinner of three tech billionaires at a modest yet popular fried chicken franchise in Seoul has drawn global attention, highlighting how Koreans transform everyday eating habits into cultural icons.
Jensen Huang, CEO of the world's most valuable company, AI chip giant Nvidia, went to Kkanbu Chicken Restaurant with the leaders of two South Korean giants -- Samsung Electronics chairman Lee Jae-yong and Hyundai Motor Group executive chair Chung Eui-sun -- during his first official visit in more than a decade to South Korea on Oct. 30, highlighting Nvidia's deepening AI ties with the country's tech and auto industries, Reuters reported.
The three, who have a combined net worth of US$195 billion, ate cheese balls, cheese sticks, boneless chicken and a fried chicken along with Korean beer Terra and the local rice spirit soju, according to Yonhap.
Video from local news outlets showed the trio linking their drinking arms to take a shot of beer.
"The chicken wings was so good. Have you been here before? It's incredible, right?" Huang said when asked about his favorite items.
Fried chicken paired with ice-cold draft beer, known as "chimaek," is a must-try for visitors to South Korea.
A portion of chimaek costs 15,000-20,000 won ($10.48-13.98) and is crafted with carefully balanced flavors. The spiciness tempts diners to reach for beer, while the cold brew soothes the heat.
According to culinary culture researchers, chimaek reflects a modern, egalitarian, and communal lifestyle, a sharp contrast to Korea's traditional male-dominated drinking culture.
The Korea Times even dubbed it a "democratic dish," enjoyed by people of all social classes without the need for fancy restaurants.
The chicken is fried twice to keep the skin crisp without absorbing oil and is often marinated with spicy seasonings like gochujang (chili paste) or garlic. The pairing with beer grew in the 1970s as draft beer became more accessible through local breweries such as Hite and Cass.
Chimaek's rise to cultural prominence accelerated in the 1980s and 1990s, when the Korean government promoted sporting events to enhance the country's global image.
During the 2002 World Cup, co-hosted by Korea and Japan, chimaek became the nation's "cheering food." Fans gathered around televisions, ordering fried chicken delivery and drinking beer to root for the team, cementing chimaek as a symbol of unity and national pride.
Founded in 2006, Kkanbu Chicken began franchising in 2008. Unlike other chains that focus mainly on home delivery, Kkanbu introduced a dine-in concept, allowing customers to enjoy freshly fried chicken and beer on site.
As of last year, the chain operated 162 outlets nationwide -- including 10 company-owned stores and 152 franchise branches -- down from 214 locations in 2018, according to The Korea Herald.