Shinsegae seeks to create World Cup magic under giant screen in Seoul

Shinsegae Department Store's billboard promoting its public viewing events for the Korean national football team's upcoming World Cup match against Mexico / Courtesy of Shinsegae

A historic retail district in the heart of the capital is preparing to transform into a massive outdoor stadium this month, as one of Korea's premier luxury department stores pivots from high fashion to international sports.

Shinsegae Department Store will host large-scale public viewing events for the Korean national football team's upcoming World Cup matches at Shinsegae Square, a giant digital media facade attached to its flagship store in central Seoul.

The company said it will broadcast Korea's matches against Mexico on June 19 and South Africa on June 25 live on the venue's massive outdoor screen.

Visitors will be able to watch the games from designated cheering areas and participate in a range of fan events.

Shinsegae Square is a 1,300-square-meter media facade installed on the exterior of Shinsegae Department Store's main branch in Myeong-dong, one of Seoul's most popular shopping and tourism districts.

The site has become known for showcasing digital content such as music videos by major pop artists, and has emerged as a prominent destination for visitors to the Korean capital.

Shinsegae said the broadcasts are intended to expand the role of Shinsegae Square beyond a content-based attraction into a venue capable of hosting global cultural and sporting events.

The department store said credit card spending by foreign customers at its flagship store has doubled this year compared with the same period in 2025, underscoring the area's growing appeal among overseas travelers.

The retailer will offer several fan engagement programs during the events. Customers who register through the Shinsegae mobile application will receive a 5,000 won ($3.60) food and beverage discount coupon that can be used after the match.

Additional prizes available through a roulette-style promotion include an Adidas premium match ball, dessert vouchers, fashion discount coupons worth 50,000 won and cosmetics discount coupons worth 15,000 won.

This article was published with the assistance of generative AI and edited by The Korea Times.