According to industry sources, the South Korean national team will play its group stage matches against the Czech Republic on June 12 at 11 a.m., Mexico on June 19 at 10 a.m., and South Africa on June 25 at 10 a.m. With all key matches scheduled in the morning, the industry consensus is that relying on late-night food and beverage sales will not yield expected results.
Additionally, companies face another hurdle. FIFA strictly limits the commercial use of the term "World Cup" to official sponsors, preventing non-sponsor companies from directly referencing the tournament. An industry insider noted, "Unless you are an official sponsor, you risk copyright issues, so we are using indirect expressions like 'soccer festival' and 'supporting the national team' in our marketing."
In response, the industry is focusing on "space marketing." Instead of relying on food and drink sales, they aim to attract customers through experiential content. OB Beer, the only FIFA official sponsor among domestic beverage brands, will operate a pop-up store called "Cass FIFA World Cup Fan Base Camp" near Gangnam Station from June 11 to 25, and plans to provide large screen viewings for group audiences.
Meanwhile, department stores and shopping malls are opting for legal workarounds. Lotte Department Store is collaborating with Visa, an official World Cup sponsor, to offer limited-edition merchandise, while Hyundai Department Store is launching a pop-up called "Fan Base Camp" in partnership with the Korea Football Association. Starfield will install giant screens in all its stores for match broadcasts, and Emart24 is opening a soccer-themed pop-up zone in its Seongsu-dong location in collaboration with Lego Korea to indirectly enhance the festive atmosphere. GS25 has also transformed its Hongdae Red Road store into a soccer-themed outlet.
Discount promotions for viewers at home are also on the horizon. CU plans to offer up to 60% off on nine popular beer brands on the day before and the day of the national team’s matches, while GS25 and 7-Eleven will discount ready-to-eat chicken and pizza by up to 50% or run 2-for-1 promotions. Domino's Pizza is offering a 30% discount on delivery for pre-orders, and Kyochon Chicken is launching a "Flavor Combination Support Series" event in collaboration with other brands.
In addition to direct discounts, retailers are also employing strategies to stimulate demand for limited-edition merchandise. Harim is hosting a collection of snacks for supporters, and Coca-Cola has released limited-edition packaging themed around participating countries. Hite Jinro is launching a collaboration between Terra and Lock & Lock for outdoor campers and home drinkers.
An industry representative stated, "With morning soccer matches, we expect that combining offline experiences with benefits for viewers at home during the World Cup will drive customer traffic and increase sales simultaneously."
* This article has been translated by AI.
Copyright ⓒ Aju Press All rights reserved.