Clocking in for kickoff: Brands target working World Cup fans during morning matches

For the first time in years, Korean football fans won't have to stay up all night to watch the World Cup. Instead, many will be squeezing matches between meetings and coffee breaks — a shift retail companies are eager to turn into a marketing opportunity.

With all three of the Taeguk Warriors' group-stage matches set to kick off during weekday mornings, retailers are tailoring promotions, products and technology around office viewing, betting that conference and break rooms will replace bars and public squares as the tournament's main gathering spots.

GS Retail plans to run limited-time discounts on ready-to-eat meals through its Our Neighborhood GS mobile app from 8 a.m. to 10 a.m. on Korea's game days. Bakery chain Paris Baguette is offering a raffle for an exclusive fan meet-and-greet with football star Son Heung-min and a chance to win an overseas vacation to Los Angeles for customers who purchase on the Paris Baguette mobile application, which runs until June 19.

The Korea Football Association will run a pop-up store at The Hyundai Seoul, a department store in Yeongdeungpo District, western Seoul, until June 28. Visitors of the pop-up can enjoy dressing room-themed photo spots and can write messages for the players. 

Restaurant chains are also focusing on giveaways and promotional merchandise as delivery demand becomes less predictable during morning match hours.

Kyochon Chicken is running a social media campaign where users can predict the score of the side's opening match. Winners can receive vouchers for its popular chicken menu items, such as honey or soy-garlic fried chicken. 

McDonald's has released limited-edition commemorative cups inspired by legendary football players as part of its FIFA World Cup Meal.

Electronics companies are emphasizing technologies designed to improve daytime viewing.

Watching matches during daylight hours can be challenging because bright ambient light reduces screen visibility and noise in the office can make it difficult to focus on the game.

Samsung Electronics' newest AI Football Mode Pro enhances the vibrancy of the colors of the grass and the uniforms on its TV screens. The feature installed in its newest TV models can track the ball's movement in real time. Its AI Sound Control Pro feature separates crowd noise from commentary so the viewers can customize which audio they want to focus on. 

LG Electronics is highlighting AI Picture Pro, a dual-AI-engine system that optimizes image quality frame by frame, from wide stadium shots to close-ups and slow-motion replays. Its AI Acoustic Tuning technology combines AI Sound Pro with a microphone-equipped Magic Remote to enhance both stadium atmosphere and commentary.

Fashion brands are embracing red, the iconic color that represents the Warriors.

Contemporary fashion brand Hazzys has lit up its flagship store, Space H in Myeongdong, Jung District, central Seoul, in red. Reebok has expanded its selection of red sports jerseys, which now make up about 30 percent of its seasonal lineup.

Banks have also joined the marketing push.

Hana Bank, where Son is an honorary ambassador, launched a World Cup-themed savings product called the "Best 11" savings account. The account offers a base annual interest rate of 2 percent and additional preferential interest rates tied to the national team's performance. Customers can earn an extra 1.5 percentage points in interest if Korea advances to the round of 32, 2 percentage points for the round of 16 and 5.5 percentage points for the quarterfinals.

A semifinal appearance would raise the preferential interest rate by 8.8 percentage points, bringing the total annual interest rate to 11 percent. The product allows monthly deposits ranging from 10,000 won ($6.60) to 200,000 won over six months.

For global corporations, the World Cup serves as a massive stage for showcasing next-generation technologies to one of the largest audiences on the planet.

Hyundai Motor Group plans to spotlight its humanoid robot Atlas and quadruped robot Spot during the tournament. The showcase is reportedly part of the company's strategy to re-establish itself as a future-focused technology company that encompasses AI and robots, from its past image of an automaker. 

Stuck at work or school when Korea kick off? We've got you covered. The Korea JoongAng Daily is live-blogging every Korea match at the 2026 FIFA World Cup, around the clock. Don't miss a moment.

BY PARK YOUNG-WOO, NOH YU-RIM [[email protected]]