Why pay $120? Guadalajara's streets are filled with $12 World Cup jerseys

Mexico national team football jerseys are on display at Mercado Libertad, a three-story market in downtown Guadalajara, Mexico, June 15 (local time). One of the city's largest traditional markets, it offers everything from local cuisine and handcrafted goods to clothing and electronics. Korea Times photo by Choi Ju-yeon

GUADALAJARA, Mexico — During the FIFA World Cup in North America, Guadalajara has become a paradise for counterfeit football jerseys. A large share of the jerseys sold on the streets — and worn by local residents — are imitation products rather than official merchandise produced by Adidas.

In the city where South Korea's group stage matches are being played, shops selling counterfeit jerseys are easy to find. Unlike in Korea, where such products are often concentrated in specific shopping districts, vendors in Mexico sell imitation jerseys almost everywhere — from supermarkets and street corners to areas outside national teams' base camps.

Price is the biggest factor behind their popularity. Counterfeit jerseys typically sell for 200 to 500 pesos, compared with around 2,000 pesos (about $120) for an authentic shirt. Some knockoffs are considered higher quality than others, with prices varying depending on factors such as breathability, stitching quality and the materials used for team crests and logos.

World Cup football team jerseys are on sale at Mercado Libertad, a three-story market in downtown Guadalajara, Mexico, June 15 (local time). Korea Times photo by Choi Ju-yeon

Despite their prevalence, many local residents see little problem with buying them.

One hotel employee joked, "In Mexico, this is the original." A local resident, Alisa, 26, said, "They're cheap and look almost identical to the real thing, so most people buy them from street vendors."

Opinions differ, however, on the sea of counterfeit jerseys filling the city's streets.

Kairi, a 24-year-old Japanese visitor who came to Guadalajara this year for artistic work, purchased an official jersey without hesitation.

"When a product is protected by intellectual property rights, people shouldn't treat counterfeiting as something normal," Kairi said.

Volunteers welcome Korean fans at the FIFA World Cup Fan Festival in Mexico City's Zocalo Square, June 15 (local time). Yonhap

The widespread sale of fake jerseys in Mexico has sparked a broader debate. Some argue that it is an unavoidable reality given the financial constraints of ordinary fans who want to take part in one of the world's biggest sporting celebrations. Others contend that a World Cup host nation should uphold a higher standard and show greater respect for intellectual property and official merchandise.

Fans from around the world wait for kickoff at the FIFA World Cup Fan Festival in Mexico City's Zocalo Square, June 15 (local time). Yonhap

As World Cup excitement continues to build, the divide between sympathy for budget-conscious supporters and criticism of rampant counterfeiting remains a hot topic.

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.