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'Wide Cup' fuels World Cup fever among Korean fans
Oriental Brewery's promotional image for Wide Cup / Courtesy of Oriental Brewery
By Ko Dong-hwan
Major liquor company Oriental Brewery (OB) is ramping up fan engagement for this year’s FIFA World Cup with the launch of “Wide Cup,” a new football-themed promotional campaign.
The event follows Cass becoming the only Korean alcoholic beverage brand selected as an official sponsor of the tournament. Cass has served as an official sponsor of the FIFA World Cup since 2014, giving the brand a long-standing association with the world's biggest football event.
Wide Cup participants compete to see how wide they can open their mouths while cheering for the Korean national football team during group-stage matches. The event takes place at designated restaurants and pubs in Seoul that serve Cass, where fans gather to watch the match together.
The top six participants from each match are selected through artificial intelligence-based technology that automatically measures how wide their mouths are open based on photos taken at the venue. Winners receive cans of nonalcoholic Cass Zero equivalent to their measured mouth opening in millimeters.
The first Wide Cup was held Friday during Korea's group-stage match against the Czech Republic. One of the winners who managed the largest “O” recorded 79 millimeters. He was given 79 Cass Zero cans.
A Wide Cup winner poses with 79 cans of Cass Zero earned during Korea's FIFA World Cup match against the Czech Republic in Seoul, Friday. The event was held at a designated Cass-serving restaurant in Seoul's Euljiro area. Courtesy of Oriental Brewery
“I thought the cheering mood would be awkward in the morning, but it turned out so passionate that I completely forgot what time it was. It was such a thrilling experience to enjoy the FIFA World Cup 2026 and even get gifts,” the winner said. Due to the time difference, World Cup matches in Canada, the United States and Mexico are broadcast in Korea during the morning hours.
The next Wide Cup event will be held at a barbecue restaurant in Seoul’s trendy Seongsu area on Friday when Korea faces Mexico. Korea’s final group-stage match against South Africa on June 25 will be screened at another restaurant in Seoul’s Euljiro area, which will host the final Wide Cup event.
According to OB, winners of the Wide Cup competition will be featured in the company's out-of-home advertisements displayed in major Seoul neighborhoods, including Gangnam, Yeouido and Itaewon, where it promotes the Cass brand.
“Cass has long shared moments of collective cheering among Korean sports fans. We hope consumers can share moments of joy with Cass and enjoy the excitement of the World Cup," OB Marketing Vice President Suh Hye-yeon said.