Seoul: Nvidia Corp. CEO Jensen Huang's visit to South Korea has unexpectedly turned into a promotional boon for Korean restaurants and food products.

According to Yonhap News Agency, Huang's choice to indulge in local delicacies such as "chimaek"-a popular combination of fried chicken and beer-has sparked significant attention from the public and media, boosting the visibility of Korean culinary culture both locally and internationally.

Huang's food tour, which included dining with prominent business figures like SK Group Chairman Chey Tae-won, LG Group Chairman Koo Kwang-mo, and Naver chief Lee Hae-jin, generated a buzz as hundreds of onlookers and journalists gathered to witness the gatherings. His visit to a samgyeopsal restaurant in Seoul's Hongdae district and his subsequent dining experiences have led to increased interest in the establishments he visited, with younger consumers nicknaming him "meokjalal," a term denoting someone with an exceptional taste in food.

The impact of Huang's visit extended beyond mere admiration. The businesses connected to his dining choices experienced a surge in sales. For instance, 7-Eleven's "Honey Banana Flavor HBM Chip," a collaboration with SK hynix, saw a 766 percent increase in daily sales following Huang's visit. Similarly, a fried-chicken restaurant frequented by Huang and SK hynix executives saw a more than 20 percent rise in sales over the weekend.

Huang's culinary exploration also included sampling other Korean foods and beverages such as steamed eggs, banana milk, and sikhye. His actions have been credited with promoting Korean food culture, with industry observers dubbing the phenomenon the "Jensen Huang effect." This effect is seen as particularly valuable in a period of sluggish consumer spending, as it naturally introduces K-food to global audiences through an influential figure.

The trend gained further traction when Huang was spotted ordering BBQ's fried chicken during a baseball game at Jamsil Baseball Stadium, prompting companies to consider launching menu packages and marketing promotions aligned with his visit.

Executives across the Korean food industry acknowledged the significant attention generated by Huang's unsponsored choices, emphasizing that his actions have brought widespread attention to both individual brands and the broader category of Korean cuisine. The organic nature of this exposure, coupled with the influential stature of Huang, is expected to bolster domestic and international interest in Korean food and culture.

The phenomenon, driven by consumers actively sharing Huang's culinary experiences on social media, highlights the power of personal endorsements over traditional advertising campaigns. Industry officials remain optimistic that the effect will continue to support overseas demand for Korean food products.