"You can get it in the United States, but you can't get it in Korea." This is about the limited-edition commemorative cup included in the World Cup set that McDonald's rolled out at locations worldwide for the 2026 FIFA World Cup. The commemorative cup featuring national team captain Son Heung-min (hereafter Son Heung-min cup) isn't available in Korea. Why can't fans get a commemorative cup with a Korea national team player in the country?
According to the industry on the 16th, McDonald's is running a limited-edition commemorative cup promotion featuring eight global soccer stars as an official sponsor of the 2026 FIFA World Cup. Because it's a global promotion, McDonald's Korea is holding the same event, but cups offered at domestic stores include only overseas stars such as France's Kylian Mbappé and Brazil's Neymar, and the Son Heung-min cup is nowhere to be found.
Amid this, posts certifying that people received a "Son Heung-min cup" at McDonald's stores in the United States, Europe and Mexico are popping up on social media and online communities. In particular, because the Son Heung-min cup can't be officially obtained domestically, its scarcity is rising.
In fact, listings have appeared on secondhand marketplaces such as Karrot and Bungaejangter offering the Son Heung-min cup for 55,000 to 110,000 won. The posts included notes saying the items were purchased directly overseas, along with tags showing the transactions were completed. Considering the price of the World Cup set including the cup is about $13 (about 19,000 won) in the United States, a premium of roughly five to six times has been added. Requests asking others to buy the Son Heung-min cup at overseas stores on their behalf are also appearing. Online reactions include, "He's a Korean player, so why is it only missing at Korean stores," "I want the Son Heung-min cup too," and "Should I go to neighboring Japan to try to get one?"
Although interest around the Son Heung-min cup is growing, McDonald's Korea says this is a difference stemming from country-by-country operations. McDonald's Korea told ChosunBiz, "Player-related content and commemorative cups included in McDonald's 2026 World Cup campaign are operated according to the conditions and schedules of each market," adding, "In the Korean market, we are preparing to present them at the optimal time and in the optimal way, taking into account the campaign context and customer experience." However, it did not disclose the specific schedule or method for offering the Son Heung-min cup.
Industry observers say the structure of Son Heung-min's domestic advertising contracts may have been a factor. Son is currently a model for major brands including Domino's Pizza, Lotte Wellfood's World Cone and Hitejinro's Terra.
In the advertising industry, exclusive model contracts are often known to include clauses restricting exposure to competing brands. For that reason, even if a campaign or promotion is run by the global headquarters, releasing a Son Heung-min cup in Korea could create potential legal disputes over ad contracts and the scope of portrait rights.
A food industry official said, "Even when a global corporation operates the same campaign worldwide, it's extremely common for the content consumers see to vary by country based on contractual environments and marketing strategies," adding, "From McDonald's Korea's perspective, it appears they were cautious about running the Son Heung-min cup while maintaining the global promotion."
A retail industry official said, "Son Heung-min is one of the most symbolically significant models worldwide," adding, "To consumers, not releasing a cup featuring Son Heung-min, Korea's representative player, may seem puzzling, but when a person works with multiple brands, there's no choice but to manage contractual risks conservatively."