11 a.m. on the 12th? That time slot is already fully booked.
On the morning of the 11th, at a chicken restaurant in Jongno District, Seoul. Employees who usually prepared for the lunch rush couldn't stop answering a flurry of reservation calls. A large screen for World Cup broadcasts was set up on one wall of the restaurant, and staff were discussing the layout of outdoor tables to be used on match day.
With one day to go before the opening of the 2026 FIFA World Cup in North and Central America, downtown Seoul businesses have begun preparing for a "morning cheering bump." Because the Korea national team's matches fall on weekday mornings and around lunchtime due to the time difference, restaurants, bars, and convenience stores are opening earlier or increasing supplies of ready-to-eat meals.
◇ Preparing broadcast screens and even outdoor seating
Restaurants around Gwanghwamun have set up large screens to show World Cup broadcasts and prepared outdoor seating to welcome customers. Quite a few places said reservations for 11 a.m. on the 12th, when Korea's first match against the Czech Republic kicks off, were already closed.
A person surnamed Jeong (36), who runs two pizza shops in Jongno District, said, "Reservations have increased to nearly four times the usual," adding, "Even if there are cancellations, they are immediately filled by other bookings, so we're expecting a World Cup windfall for the first time in a while."
A nearby 200-seat chicken restaurant hung a notice at the entrance for a "live World Cup broadcast." Its morning reservations for the 12th closed two weeks ago.
The manager of the chicken place said, "On match day, staff will serve wearing cheering outfits and 'Red Devils' headbands," adding, "We plan to create a cheering atmosphere together with customers."
◇ Some bars to open seven hours earlier than usual
Shops that normally do not open in the morning are also moving up business hours to match the Korea matches.
A beer pub in Gangnam District decided to open from 10 a.m. on the 12th. That is seven hours earlier than its usual 5 p.m. opening time. The owner, identified as B, said, "After we announced we would show the TV broadcast, reservation calls have been coming in continuously," adding, "During the group stage, we plan to keep morning hours to match the national team's kickoffs."
A person surnamed Yu (47), who runs a beer pub in Jongno District, also decided to open earlier than usual. Yu said, "Group reservations from companies are especially common," adding, "One group even booked 40 seats at once."
Reservation orders have also increased. A snack shop in Gangnam District said kimbap orders placed to coincide with the Czech match on the morning of the 12th have roughly doubled from usual. A staffer, a person surnamed Kim (52), said, "A nearby academy said they plan to watch the match with students and reserved kimbap," adding, "I think I'll have to come in earlier than usual tomorrow to prepare."
Some convenience stores and franchise cafes are increasing orders of ready-to-eat items like lunch boxes, sandwiches, and beverages to meet demand for watching the matches. In particular, in office-dense areas, expectations were high that sales of ready-to-eat meals and drinks would rise because the match time overlaps with lunch.
◇ Reactions to a "quiet" World Cup include "business as usual"
Not all merchants are expecting a World Cup boom. Some said the morning kickoff times and the overall World Cup fever are weaker than in the past.
A person surnamed Choi (36), who runs a Chinese restaurant in Songpa District, said, "It's not like before, when the whole street was buzzing," adding, "Since the matches are in the morning, customer flow likely won't change much, so we plan to operate as usual."
Some convenience store owners did not place additional orders. A convenience store owner in Gangnam, identified as C, said, "Ready-to-eat meals tend to be left over even on normal days, so we didn't increase quantities," adding, "It's uncertain whether there will be a cheering-related boost for alcoholic beverages like beer."
There will also be official street cheering. The Seoul Metropolitan Government and the Korea Football Association will hold street cheering events at Gwanghwamun Square for Korea's group-stage matches against the Czech Republic, Mexico, and South Africa. Group cheering events are also scheduled at Ttukseom Hangang Park, COEX Mall in Gangnam District, Korea Investment & Securities Co.'s KIS Square in Yeongdeungpo District, and the Cas pop-up store near Exit 11 of Gangnam Station.