Daytime World Cup sparks new marketing playbook

As the 2026 FIFA World Cup approaches, Korean retailers are rolling out a wave of merchandise and food promotions. Unlike previous tournaments, Korea's national team matches will largely be played during weekday mornings, prompting companies to focus on snacks, collectibles and interactive events that can be enjoyed regardless of match time. McDonald's, an official FIFA sponsor, launched a special "FIFA World Cup Set" on Friday, one day before the tournament kicks off. Priced at 8,900 won ($6.50), the meal includes a Big Mac, medium fries and a medium drink, along with a randomly selected limited-edition cup inspired by legendary football players. Customers ordering takeout or delivery will also receive World Cup-themed packaging and beverage cups. The promotion is aimed at consumers seeking affordable lunch options amid persistently high prices, while also capitalizing on World Cup excitement. Food company Harim is running a "Perfect Snacks and Finger Foods for Cheering" promotion through June 24. Reflecting the tournament's schedule, which ranges from late-night and early-morning matcWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times