Retailers are stepping up their efforts to tap into the global festival atmosphere during the 2026 FIFA World Cup.
Lotte Department Store is working with Visa, an official World Cup sponsor, to offer official merchandise and experiential content tied to the tournament.
From June 12 to 28, customers who spend a certain amount with a Visa card at six Lotte Department Store locations — the Main Branch, Jamsil, Busan Main Branch, Incheon, Dongtan and Gwangju — as well as six Lotte Outlets — Dongbusan, Gimhae, Giheung, Paju, Icheon and Uiwang — will receive official 2026 FIFA World Cup quick-dry beach towels, official soccer balls and other items on a first-come, first-served basis. At Lotte World Mall in Jamsil, a '2026 FIFA World Cup Tap-in Soccer Photo Zone' will run from June 13 to 28. During the event period, a 'Tap-in Follow Event' will also be held on weekends, giving away official 2026 FIFA World Cup stress balls to customers who follow Visa's social media accounts, while supplies last.
Hyundai Department Store is running the Korea Football Association (KFA)'s pop-up store, 'South Korea national football team: Fans' Base Camp,' on the third and fourth floors of The Hyundai Seoul through the 28th.
The third-floor pop-up space features a photo zone modeled after the national team's locker room, along with interactive attractions such as an event where visitors can leave messages of support for the players and a uniform marking service. On the fourth floor, the store is selling official KFA merchandise, including cheering sticks, mufflers, the Son Heung-min LEGEND 137 Bamkel Can Cooler and signed balls from the national team.
Starfield is broadcasting Korea's football matches live with JTBC. It has created cheering zones using giant screens so visitors can enjoy the games indoors in comfort despite the hot weather.
At all Starfield locations in Hanam, Goyang, Anseong, COEX Mall and Suwon, the matches against the Czech Republic on June 12, Mexico on June 19 and South Africa on June 25 will be broadcast, allowing anyone to cheer freely and enjoy the games together. At Starfield COEX Mall and Suwon, visitors can also watch all 20 group-stage matches, including Korea's games.
From Friday, June 12, when Korea's first match kicks off, through Thursday, June 25, Starfield COEX Mall will broadcast the group-stage matches on a large LED screen set up at Live Plaza. On the days of Korea's matches — June 12, 19 and 25 — a cheering event with Unilever will be held, and visitors will receive kits containing various cheering tools and snacks. Near the screen, Unilever's flagship beauty brand Dove will operate a pop-up from June 8 to 14, featuring photo zones that vividly recreate a stadium locker room and cheering stands, as well as a football zone where visitors can enjoy a shooting challenge.
JTBC, the official broadcaster, will also open an experiential pop-up from June 5 to 25 that recreates the feel of an actual stadium. It will feature a giant soccer ball installation, a locker room photo zone and a newspaper-style photo booth. JTBC cheerleaders will also move around COEX Mall to build excitement.
Starfield Suwon has installed three large screens to match the open layout of Starfield Library Suwon, which spans the fourth through seventh floors, so visitors can watch not only from the center of the library but also from various spots on each floor overlooking the space. At Starfield Hanam, Goyang and Anseong, giant media towers will add to the excitement. In Hanam, a Yogibo pop-up will run in front of the media tower from June 9 to 25, allowing visitors to try popular beanbag products and enjoy the matches in greater comfort. Goyang is also offering beanbag rental services. At Starfield Goyang from June 16 to 28 and at Starfield Anseong from June 30 to July 12, a unique football experience called 'Racing Soccer' will let visitors play soccer games using RC cars and take photos at a podium-style victory ceremony zone.
Kim So-hyung, compact@sportschosun.com
