This is baseball season in South Korea. But beyond the roar of the crowd and the crack of the bat, another game is unfolding — one being played in boardrooms and branding meetings across the country.
As the Korea Baseball Organization (KBO) enjoys an unprecedented surge in popularity, with more than 10 million fans flocking to stadiums last season and a new record set for the fastest one million in attendance, companies are rushing to align themselves with the sport — and its deeply devoted followers.
Pizza chains, bakeries, convenience stores and even theme parks are tapping into the cultural moment with a slate of baseball-themed products and promotions aimed squarely at the fanbase.
Earlier this week, Domino’s Pizza Korea unveiled its latest pitch: a baseball-themed snack created in partnership with the KBO. The product is intentionally elongated — designed, the company says, for ease of eating with one hand while cheering with the other.
“We wanted to create something that truly fits into the fan experience,” said a spokesperson for Domino’s. “Baseball is a ritual here — it’s about food, friends, atmosphere. We’re adding to that.”
Last month, SPC Samlip, one of Korea’s largest baked goods companies, released a line of “KBO Bread” featuring hidden collectible stickers of team mascots and star players tucked inside each package. Within just three days, more than one million units had flown off store shelves.
Convenience store chains like CU have also jumped on the bandwagon, teaming up with the Doosan Bears and Yonsei University Dairy to offer baseball-themed cream buns. In their first week alone, the buns — each packaged with team logos and slogans — sold more than 120,000 units.
“Professional baseball isn’t just a sport anymore — it’s a lifestyle, a cultural touchstone,” said one industry insider. “People don’t just watch the game; they live it. And that opens the door for marketing that feels like part of the experience rather than an interruption.”
Indeed, some brands are going beyond food entirely. GS25, a convenience store chain, has begun converting select locations into immersive, baseball-themed stores, complete with locker room decor and team memorabilia.
Meanwhile, Lotte World Adventure, one of the country’s biggest theme parks, is offering up to 42 percent discounts on admission for Lotte Giants season ticket holders throughout April.
For fans, the fusion of commerce and baseball is just another part of the fun — another way to show loyalty, indulge in nostalgia, and feel connected to something bigger.
“I bought the bread for the stickers,” said Kim Min-ji, a 27-year-old Twins fan waiting outside a stadium in Seoul. “But now I kind of like the bread, too. It’s silly, but it makes watching the game feel more special.”
reporter
Kim Dong-young
davekim0807@ajupress.com
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