Daytime World Cup sparks new marketing playbook

Promotional poster for the "FIFA World Cup Set" by McDonald’s, an official sponsor of the 2026 FIFA World Cup / Courtesy of McDonald’s

As the 2026 FIFA World Cup approaches, Korean retailers are rolling out a wave of merchandise and food promotions. Unlike previous tournaments, Korea's national team matches will largely be played during weekday mornings, prompting companies to focus on snacks, collectibles and interactive events that can be enjoyed regardless of match time.

McDonald's, an official FIFA sponsor, launched a special "FIFA World Cup Set" on Friday, one day before the tournament kicks off. Priced at 8,900 won ($6.50), the meal includes a Big Mac, medium fries and a medium drink, along with a randomly selected limited-edition cup inspired by legendary football players. Customers ordering takeout or delivery will also receive World Cup-themed packaging and beverage cups.

The promotion is aimed at consumers seeking affordable lunch options amid persistently high prices, while also capitalizing on World Cup excitement.

A Korean fan poses as Korea's national team players arrive at their team's hotel in Guadalajara, Mexico, June 5, ahead of the 2026 FIFA World Cup. EPA-Yonhap

Food company Harim is running a "Perfect Snacks and Finger Foods for Cheering" promotion through June 24. Reflecting the tournament's schedule, which ranges from late-night and early-morning matches to daytime kickoffs, the company is offering discounts on products such as its Yonggari Chicken nuggets and oven-roasted chicken items.

Convenience store chains are also joining the campaign with beverage discounts and daytime-focused promotions. CU will offer its private-label get Coffee espresso and frappe combo for just 500 won — a discount of 3,200 won — on days when the national team plays. The offer is available to customers who scan their Pocket CU membership QR code and pay using Toss Pay or eligible NH and Samsung credit cards.

The unusual match schedule has also created opportunities for events that would have been unlikely during traditional late-night tournaments.

Starfield, the mixed-use shopping mall complex, will set up fan zones featuring giant screens at all of its locations to mark the opening of the 2026 FIFA World Cup and will broadcast live matches of the Korean national football team in partnership with JTBC. The photo shows an example of the giant media tower installed at Starfield Goyang. Courtesy of Shinsegae Property

Share the excitement at public viewing areas

Shinsegae Property's Starfield shopping malls will set up large-scale public viewing areas equipped with giant screens at its five metropolitan locations, broadcasting the Korean national team's matches live in partnership with JTBC. Since shopping malls open at 10 a.m., fans will be able to comfortably watch group-stage matches scheduled for 10 a.m. and 11 a.m. indoors.

At Starfield Suwon, three giant screens will be installed in the four-story Byeolmadang Library, while a football stadium-themed pop-up store organized by JTBC and personal care brand Dove will be hosted at Coex in southern Seoul.

Korea's midfielder Lee Kang-in, center, takes part in a training session with teammates at Chivas Verde Valle in Guadalajara, Mexico, June 1, on the eve of the 2026 World Cup football match against the Czech Republic. AFP-Yonhap

Department stores are also leveraging World Cup-themed content.

Lotte Department Store has partnered with Visa, an official World Cup sponsor, to offer promotional giveaways at six locations, including its flagship store in central Seoul. From June 12-28, customers who spend at least 50,000 won or 100,000 won using a Visa card will receive official World Cup merchandise, including quick-dry beach towels and footballs, while supplies last.

Models showcase official merchandise of the Korea Football Association at a pop-up space on the fourth floor of The Hyundai Seoul in Yeongdeungpo District, Seoul, June 10. Courtesy of Hyundai Department Store

Hyundai Department Store is operating a Korea Football Association (KFA) pop-up store at The Hyundai Seoul through June 28. The venue features a photo zone modeled after the national team's locker room and offers official KFA merchandise, including autographed footballs and the "Son Heung-min Legend 137" Bamkel can cooler, commemorating the captain's record 137 appearances for the national team.

This article from the Hankook Ilbo, the sister publication of The Korea Times, is translated by a generative AI system and edited by The Korea Times.