As cool breezes begin to blow, food and beverage companies are drawing consumers outdoors. Hamburger and ice cream brands are hosting their own running events, utilizing autumn leisure time as a new marketing touchpoint.
According to industry sources on the 11th, LotteGRS, the operator of Lotteria, will hold the "2026 Ria Full-Belly Run," a 2,000-person running festival, at Seoul Children's Grand Park next month on the 4th. Participants will be divided into groups based on their 12 hamburger preferences and running styles to run a 5-kilometer course. Thanks to high interest in race kits—including backpacks, T-shirts, and goods—as well as finisher kits, tickets sold out quickly.
Lotte Wellfood, another Lotte food affiliate, held the "2026 Heartbeat Run" at Misa Gyeongjeong Park in Hanam, Gyeonggi Province on the 5th. Similarly, after the initial recruitment of 3,000 participants sold out instantly, the company expanded participation by an additional 300 people. While last year's course was a single 5-kilometer route, this year it has been expanded to a 10-kilometer official timing race.
Despite a registration fee of 64,900 won, 2,500 general sale tickets sold out within two hours of release. Participants ran the course while enjoying the excitement, wearing branded T-shirts and using bags and sunglasses provided by the brand. After finishing, programs including a record photo wall and games followed.
Food-related organizations and local governments have also joined in. The Egg Self-Support Committee will host an Egg Marathon on the 12th, recruiting 5,000 participants, while the Korean Pork Self-Support Committee will hold the Korean Pork Run on the 20th with 3,000 participants. Additionally, the Bread Bread Run scheduled for the 9th–10 in Daejeon saw its 5-kilometer and 10-kilometer tickets sell out early.
Running marketing by the food industry continues from spring into autumn. The "One Day Run Marathon" held by hy in May attracted 3,350 participants—more than double last year's numbers. Samyang Foods hosted a trail running event for 700 people at Samyang Round Hill in Pyeongchang, Gangwon Province in June to promote its newly launched healthcare brand, "Spindle."
The increase in consumers who enjoy running as a daily hobby is also a background factor driving the food industry to look outdoors. According to last year's National Sports Life Survey by the Ministry of Culture, Sports and Tourism, participation rates in running, jogging, and marathons rose to 7.7%, up 2.9 percentage points from 4.8% the previous year. A Shinhan Card survey also showed that usage frequency and spending at running specialty stores increased by 203% and 216%, respectively, over the past two years.
From a corporate perspective, this approach yields marketing effects different from conventional advertising. Participants pay tens of thousands of won to directly experience courses and programs designed and intended by the brand. Another key difference is that rather than companies spending money to attract consumers, this is leisure content where consumers voluntarily pay to participate.
Especially for brands with strong images of high-calorie, indulgent foods like ice cream and hamburgers, outdoor activity marketing can add a healthy and active impression. Instead of being perceived as far removed from exercise, these brands can connect with consumers through the reward and fun enjoyed before and after workouts. In the case of ice cream, this strategy allows them to maintain consumer interest from summer into autumn.
A food industry executive stated, "Running and other outdoor activities have the advantage of being accessible to all generations without age barriers and allowing brands to be naturally promoted." He added, "Given the positive consumer response, experiential events tailored to seasonal characteristics will continue to expand."
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