As the 2026 FIFA North and Central America World Cup kicks off, retailers' World Cup marketing strategies also look different. Moving away from the old approach of late-night chicken-and-beer discount battles, "fandom marketing" led by cheer goods, limited-edition items, and sports license products has taken center stage. That's because major matches are held in the morning Korea time, and the traditional "chimaek (chicken + beer) boom" is expected to shrink.
According to related industries on the 13th, the Korea national soccer team will play all three group-stage matches in the morning, starting with the come-from-behind 2-1 win against the Czech Republic on the 12th (11 a.m., all Korea time), followed by Mexico on the 19th (10 a.m.) and South Africa on the 25th (10 a.m.). It's an environment where it's hard to expect nighttime cheering demand as in the 2022 Qatar World Cup.
Retailers are focusing less on food-centric promotions and more on expanding goods and experiential content that can spark fan enthusiasm. Coca-Cola has unveiled limited-edition packages themed on World Cup participants. The designs cover major countries including the Korea national team, Brazil, France, Argentina, and England. It is also running a giveaway event offering cheer squad keyrings, string bags, and FIFA official match ball kits to purchasing customers.
Department stores have joined the push to capture fandom spending. Lotte Department Store is holding an official goods giveaway with Visa (VISA), an official World Cup sponsor. It provides official World Cup soccer balls and beach towels to purchasing customers, and at Jamsil Lotte World Mall it is also running a World Cup photo zone and an official stress ball giveaway. Hyundai Department Store, in collaboration with the Korea Football Association, has opened a "fans' base camp" pop-up store (temporary shop). It prepared a variety of participatory programs, including writing cheer messages, social media verification, and purchasing national team MD.
Convenience store chains are moving beyond simple discounts and strengthening participatory cheering content. CU, operated by BGF Retail, is holding cheering events for each national team match through Pocket CU and running promotions such as custom beer making. Depending on the match result, it offers cash vouchers and prizes. GS25, operated by GS Retail, plans to create a sports festival concept space at the Hongdae Red Road branch. On the 11th, the opening day, it also held an offline event.
In fashion, companies are expanding sales of sports goods. Musinsa recently held "Sports Week" and pre-released official MD (merchandise) for the Korea national soccer team. It is targeting World Cup demand by selling national team uniforms and K League goods.
A retail industry official said, "The World Cup may be in the morning, but in office districts and near universities there is still demand to watch matches together around lunchtime," adding, "We are preparing food promotions, but we are focusing on boosting sales by running goods, events, and experiential content that can attract seasonal interest alongside them."
A food industry official said, "It's hard to expect the explosive growth in chicken and beer sales seen in previous years," and noted, "World Cup marketing is shifting from eating and drinking to providing experiences that people can watch, enjoy, and join."
Recently, there is analysis that the national team cheering culture itself is expanding into everyday consumption. A fashion industry official said, "More consumers are using national team uniforms as fashion items or seeking cheer goods they can use in daily life, such as tumblers and character collaboration products," adding, "As preference grows for products that satisfy both practicality and fandom, related consumption is standing out even more."
In fact, as the "blockcore (Blockcore)" trend of using uniforms like everyday wear continues in fashion, demand for World Cup-related products is extending beyond cheering gear into the fashion category. In the past, uniforms were consumed only during the tournament period, but as they establish themselves as fashion items, the period for using goods is also getting longer.
Lee Eun-hee, a professor of consumer science at Inha University, said, "The culture of gathering in plazas or large beer halls for group cheering is gradually receding, and the consumption pattern of enjoying matches in one's own space is spreading," adding, "Depending on the results, it could vary, but this World Cup, given the time slots, will likely benefit more from goods and experiential content targeting fandom than from the chicken-and-beer-centered consumption of the past." She added, "Rather than simple souvenirs, products that can be used in daily life even after the tournament will likely draw better consumer response."