Krafton Hosts Tasty Seongsu WWCD Chicken and Beer Festival in Seoul
📷 Image source: krafton.com
Gaming Meets Gastronomy in Seongsu
PUBG Developer Krafton Blends Esports with Local Culture
Krafton, the South Korean game developer behind PlayerUnknown's Battlegrounds (PUBG), has launched an innovative community event merging competitive gaming with Seoul's culinary scene. The Tasty Seongsu WWCD Chicken and Beer Festival transforms the trendy Seongsu district into a hub for gamers and food enthusiasts alike, according to krafton.com, 2025-09-15T23:56:03+00:00.
This event represents Krafton's strategy to expand beyond digital entertainment into real-world experiences. Seongsu-dong, once known as Seoul's Brooklyn for its industrial-turned-hipster atmosphere, now hosts a celebration that combines PUBG's World Wide Chicken Dinner (WWCD) competition with Korea's beloved chicken and beer culture, creating a unique urban festival that appeals to both local residents and international visitors.
The WWCD Competition Format
How PUBG's Signature Event Works
The World Wide Chicken Dinner (WWCD) tournament forms the competitive core of the festival, featuring both professional and amateur PUBG players. WWCD refers to achieving victory in a PUBG match, where the last surviving player or team receives the iconic 'winner winner chicken dinner' message that has become synonymous with the game's success since its 2017 launch.
Participants compete in multiple elimination rounds throughout the festival, with the final matches drawing large crowds. The tournament structure includes separate brackets for different skill levels, ensuring both casual players and seasoned professionals can enjoy competitive matches. Krafton has designed the competition to be spectator-friendly, with large screens and commentary making the action accessible to attendees who may not be familiar with esports.
Chicken and Beer Culture Integration
Celebrating Korea's Beloved Food Combination
The festival prominently features chimaek, a portmanteau of 'chicken' and 'maekju' (beer) that describes Korea's popular dining combination. Local restaurants and food vendors from Seongsu and surrounding areas participate, offering various chicken preparations from traditional fried chicken to innovative fusion recipes, all paired with both domestic and international beer selections.
This culinary aspect transforms the gaming event into a full cultural experience, allowing attendees to enjoy authentic Korean food culture while engaging with the PUBG community. The combination specifically references PUBG's famous 'winner winner chicken dinner' phrase, creating a thematic connection between the game's victory celebration and the actual consumption of the dish that inspired it.
Venue and Atmosphere
Seongsu's Transformation into Gaming Hub
Seongsu-dong, located in Seoul's Seongdong-gu district, provides the perfect backdrop for this fusion event. The area has undergone significant transformation in recent years, evolving from an industrial neighborhood into one of Seoul's trendiest destinations featuring cafes, galleries, and fashion boutiques. Krafton's choice of location demonstrates their understanding of contemporary urban culture and their desire to position gaming within fashionable social contexts.
The festival utilizes multiple venues throughout Seongsu, including open spaces for large gatherings, indoor areas for competitive matches, and partner establishments offering special menus. This distributed approach encourages attendees to explore the neighborhood while creating economic opportunities for local businesses beyond the immediate festival grounds.
Community Building Objectives
Beyond Entertainment: Fostering Connections
Krafton designed the event to strengthen the PUBG community beyond digital interactions. By creating a physical space where players can meet, compete, and socialize, the company addresses the growing demand for real-world connections in the gaming world. The chicken and beer concept naturally facilitates social interaction, as shared meals have traditionally served as bonding experiences in Korean culture.
The community aspect extends beyond just PUBG players to include local residents, food enthusiasts, and curious visitors who might not typically engage with esports. This inclusive approach helps demystify gaming culture while introducing new audiences to Krafton's brand. The company appears to be investing in long-term community loyalty rather than just short-term promotional gains.
Economic Impact on Local Businesses
Boosting Seongsu's Commercial Ecosystem
Local restaurants and merchants experience significant benefits from the festival's foot traffic. Participating chicken establishments report increased sales during the event period, with some creating special PUBG-themed menus or promotions. The festival also attracts visitors who might otherwise not visit Seongsu, introducing them to the neighborhood's diverse offerings beyond the immediate event.
Small businesses in particular benefit from the increased visibility, as Krafton's promotional efforts draw attention to the entire area rather than just specific venues. This symbiotic relationship between large corporations and local businesses represents a growing trend in urban event planning, where major brands leverage their influence to support neighborhood economies while achieving their marketing objectives.
Esports Tourism Potential
Attracting International Visitors
The festival positions Seoul as a destination for esports tourism, attracting international PUBG fans who want to experience Korean gaming culture firsthand. While specific attendance numbers aren't provided in the source material, events of this scale typically draw participants from across Asia and beyond. Korea's established reputation as a gaming powerhouse makes it a natural destination for enthusiasts seeking authentic experiences.
This international appeal aligns with broader efforts to promote tourism in Seoul, particularly in emerging categories like cultural and specialty tourism. The combination of gaming and food creates a accessible entry point for visitors who might not identify as hardcore gamers but are interested in contemporary Korean culture and cuisine.
Cultural Integration Strategy
Blending Global Gaming with Local Traditions
Krafton's approach demonstrates how global gaming brands can respectfully integrate with local cultures rather than imposing foreign elements. The chicken and beer concept works particularly well because it authentically connects PUBG's signature phrase with genuine Korean culinary traditions. This creates a natural synergy that feels organic rather than forced or commercial.
The company shows sensitivity to cultural context by choosing a neighborhood known for its blend of traditional and contemporary elements. Seongsu's identity as a place where old factories become new cultural spaces mirrors how PUBG itself represents innovation within gaming while maintaining connections to gaming traditions and cultural references.
Technical and Logistical Execution
Behind the Scenes of Major Event Planning
Organizing an event of this scale requires significant coordination between multiple stakeholders. Krafton must manage tournament operations, food vendor coordination, venue arrangements, crowd control, and technical requirements for broadcasting and streaming the competition. The distributed nature across multiple locations adds complexity to ensuring consistent experience quality throughout the festival area.
The technical infrastructure supporting the gaming competition represents a particular challenge, requiring stable internet connections, proper gaming equipment, and production facilities for commentators and streamers. While the source material doesn't detail these operational aspects, successful execution of such events typically involves months of planning and coordination with local authorities, vendors, and technical partners.
Future Implications and Replicability
Blueprint for Gaming Community Events
This festival may serve as a model for other game developers seeking to create physical community events. The successful integration of competitive gaming with local culture and commerce demonstrates how digital communities can translate into real-world engagement. Other companies might replicate this approach in different cultural contexts, adapting the core concept to local traditions and culinary specialties.
The event's success could influence how gaming companies approach community building beyond digital platforms. As the industry continues to mature, physical events that offer more than just tournament competition may become increasingly important for maintaining player engagement and brand loyalty in an increasingly crowded market.
Perspektif Pembaca
What aspects of gaming culture do you believe translate best into real-world community events? Have you attended similar gaming-meets-culture festivals, and what elements made them successful or memorable? Share your experiences and perspectives on how game developers can create meaningful offline experiences that complement their digital offerings.
How do you see the relationship between gaming events and local business development evolving in your community? What potential benefits or challenges might arise from increased integration between major game developers and neighborhood economies?
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