Oriental Brewery taps into enthusiasm for Team Korea, World Cup

Participants at Oriental Brewery's Cass Viewing Pub at a barbecue restaurant in central Seoul's Euljiro area enjoy the atmosphere before watching a 2026 FIFA World Cup Group A match between Korea and the Czech Republic, Friday. Courtesy of Oriental Brewery

Liquor giant Oriental Brewery (OB) hosted watch parties at restaurants in Seoul Friday for Korea's 2026 FIFA World Cup Group A match against the Czech Republic, using the events to promote its flagship beer brand, Cass.

Called Cass Viewing Pubs, the events are held at restaurants that sell Cass, allowing fans to gather and cheer for the national team together. For Korea's three group stage matches this month, OB partnered with four restaurants in Seoul's trendy districts of Euljiro, Itaewon and Seongsu, as well as one venue in Suwon, Gyeonggi Province.

On Friday, two barbecue restaurants in Seoul's Euljiro and Itaewon areas were transformed into temporary fan zones. At the Euljiro venue, around 300 visitors filled the outdoor seating area in front of a giant screen, wearing matching jerseys bearing the logos of the FIFA World Cup, the Korea Football Association and Cass. Cass is the only domestic liquor brand serving as an official sponsor of this year's World Cup.

The attendees were selected through an application process organized by OB. As expected by the company, the combination of Korea's best-selling beer brand and a World Cup match attracted strong consumer interest. Seats at the Euljiro venue were packed as staff busily served Cass beer, food and desserts throughout the match. The Itaewon viewing pub was also filled to capacity with around 100 visitors.

Shortlisted candidates for the Wide Cup promotion are displayed on a giant screen at a Cass Viewing Pub in central Seoul’s Euljiro area during the 2026 FIFA World Cup Group A match between Korea and the Czech Republic, Friday. Courtesy of Oriental Brewery

According to OB, the events successfully transformed popular dining venues into lively cheering grounds despite the matches being played during weekday daytime hours. Professional announcers and football-focused YouTubers provided live analysis and play-by-play commentary, drawing enthusiastic reactions from spectators.

When Korea secured a 2-1 victory over the Czech Republic, spectators at the Euljiro Cass Viewing Pub erupted in celebration, raising their pints and clinking glasses together.

“Unlike watching at home or in a private space, the viewing pubs utilize dining spaces to generate on-site excitement, as people watch and respond to the matches together,” an OB official said.

The event also featured interactive programs designed to increase fan participation.

A segment called “Wide Cup” picked out the most enthusiastic fans on site based on how wide they opened their mouths while cheering. Artificial intelligence technology analyzed pictures of the crowd and came up with measurement numbers. Six spectators whose open mouths measured between 55 and 80 millimeters were the final winners. Their prizes were Cass cans in quantities equivalent to the measurements of their mouths.

Son Heung-min, center, celebrates with teammate Hwang In-beom after Hwang scored Korea's opening goal during its 2026 FIFA World Cup Group A match against the Czech Republic in Zapopan, Mexico, Thursday (local time). AP-Yonhap

Following the match, a raffle awarded official 2026 FIFA World Cup match balls and national team jerseys to six additional winners.

Cass is currently promoting a FIFA World Cup-inspired campaign that encourages people to get together and watch the matches together at establishments selling the brand.

"Cass Viewing Pub is a prime example of how a promotional campaign can be brought to life through an offline experience," the OB official said.

"The program is designed to make the moments when people gather to cheer and celebrate together even more special.

"Despite all the three matches being open on weekday mornings, Cass Viewing Pub is a unique space where consumers gather at popular dining spots in Seoul to embrace the World Cup fever and cheer for Korea together."