In South Korea, there’s a beloved tradition: families, office workers, and laborers unwinding after a long day with fried chicken and beer. It’s not usually a scene where you’d find tech billionaires.
Yet, a buzz of hundreds of onlookers and news crews gathered outside a modest fried chicken joint in Seoul’s bustling Gangnam district last Thursday. Their target? None other than Jensen Huang, Nvidia’s CEO; Lee Jae-yong, Samsung’s executive chairman; and Euisun Chung, Hyundai’s executive chairman.
Inside, the three titans of industry, all prominent figures in the business world, shared warm embraces, clinked their beer glasses, and even linked arms for a round of celebratory shots.
The chicken wings were “so good,” remarked Mr. Huang, who addressed his esteemed dinner companions informally as “Jay” (Mr. Lee’s English name) and “E.S.” (Mr. Chung’s shortened given name).
This unusual, relaxed gathering, seemingly arranged for public consumption as they sat by windows facing the street, was particularly striking in South Korea. Here, top conglomerate executives typically maintain a strict image of decorum and privacy. The scene underscored the growing collaboration between Nvidia, a leading American chipmaker, and South Korea’s formidable tech and automotive sectors.
Earlier in the day, the trio had appeared together at an Nvidia gamer festival nearby, where Mr. Huang hinted that a significant business announcement was on the horizon.
Indeed, on Friday, the three corporations, along with the South Korean government and several other conglomerates, revealed a major agreement: Nvidia would supply hundreds of thousands of graphics chips. This move aims to propel South Korea’s advancements in autonomous driving, semiconductor technology, and robotics. Just this week, Nvidia’s market valuation soared past $5 trillion, solidifying its position as the world’s most valuable public company.
Mr. Huang, 62, is known for similar down-to-earth public engagements in Taiwan, his birthplace. There, the Nvidia executive has been seen mingling with fans, posing for selfies, and even signing computer chips, laptops, and, famously, the clothing of one enthusiastic woman who requested his autograph on her chest.
Thursday’s chicken-and-beer rendezvous – affectionately known as “chimaek” in Korean – marked Mr. Huang’s inaugural casual outing of this kind in South Korea. His visit, the first in 15 years, was primarily for meetings with business leaders at the Asia-Pacific Economic Cooperation summit.
A substantial crowd formed outside the Kkanbu Chicken franchise branch. Hundreds held up their phone cameras, while police officers blew whistles, urging the pushing crowd to disperse.
Nvidia had made the reservation at the restaurant, a regular haunt for one of its employees, according to Jung Kyongman, head of Kkanbu Chicken’s management support team. Upon learning of their VIP guests, staff went above and beyond to prepare and clean the establishment, he added.
The high-profile appearance generated immense interest across South Korea, leading to a significant surge in sales for the Kkanbu Chicken franchise, Mr. Jung noted. Some branches even ran out of fried chicken.
“I’m just surprised at the sudden interest,” he admitted. “I had no idea there would be as many people as there were yesterday.”
Upon their arrival, Mr. Huang famously draped his signature black leather jacket over his chair. He then presented his two South Korean counterparts with 25-year-old Japanese Hakushu whiskey, valued at thousands of dollars, and Nvidia’s new $4,000 mini-computer, the DGX Spark, which had just hit the market. News footage captured these moments.
“Are we going to have something to drink?” Mr. Huang inquired. Mr. Lee, 57, promptly called out for beer in Korean. He and Mr. Chung, 55, then eagerly unboxed Mr. Huang’s generous gifts, with Mr. Lee proudly displaying his to the cameras.
A personalized message from Mr. Huang inscribed for his dinner companions read: “To our partnership and future of the world!”
Throughout the evening, Mr. Huang occasionally left the table to engage with the crowd, handing out gimbap (a popular Korean dish), banana-flavored milk, and fried cheese sticks.
As their dinner concluded, one of the billionaires generously settled the $1,800 tab for all the other customers present, Mr. Jung confirmed.
“This is the best way to enjoy chimaek,” Mr. Huang declared as the trio posed for final photographs before departing.