2026 FIFA CONCACAF World Cup will have a special forward base in the middle of the city where the Korea national soccer team and fans can unite.
The Korea Football Association (KFA) said on the 28th that it will operate a World Cup-themed pop-up store, "Korea national soccer team: fans' base camp," at Yeouido's Hyundai Department Store The Hyundai Seoul from June 1 to 28.
Planned under the slogan "Beyond limits, united Reds," this pop-up store goes beyond a simple merchandise (MD) sales space. The association prepared a variety of experiential contents that allow fans to participate directly in on-site missions, leave records, and emotionally connect with the national team ahead of the decisive matches.
The event space is divided into two floors within The Hyundai Seoul. Fourth floor (POP-UP STUDIO A) is the main pop-up space, where official national team MD sales are offered along with fan participation mission programs, photo zones, and a message event to cheer for the national team.
Third floor (POP-UP STUDIO B) is an experience-focused space. A "special cheering profile package" shoot, uniform marking service, and gacha program are provided.
In particular, for uniform marking, marking sheets will be prepared not only for key players such as Son Heung-min and Lee Kang-in but for all 26 players listed on the final World Cup roster to meet diverse fan needs. Quantities per player are limited.
Pop-up store visitors can complete various missions on site such as Reds check-in, writing cheering messages, social media (SNS) verification events, and MD purchases, and upon completing missions they qualify for gacha events and special prize drawings.
In particular, the "special cheering profile package (World Cup special frame poster, four-cut photos, photocards, etc.)" photographed by professional photographers on the third floor will operate on a 100% reservation basis to prevent crowding among fans. Tickets for it will be available on the 29th at 12 p.m. noon through NOL Ticket.
A Korea Football Association official said the pop-up store is not simply a goods sales space but carries the meaning of a "fans' base camp" where fans and the national team create the World Cup atmosphere together, and asked for much interest and visits from fans.
The operating hours of the "Korea national soccer team: fans' base camp" pop-up store are the same as the department store's hours, from 10:30 a.m. to 8 p.m. On Fridays, Saturdays, Sundays and public holidays, hours are extended until 8:30 p.m.
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