2026 북중미 월드컵, 일상 속으로 파고든 ‘응원 전쟁’의 서막 > K-wave Trends

The "Hangang Ple-Ple North & Central America World Cup Pop-up," ambitiously prepared by the Seoul Metropolitan Government, is transforming Ttukseom Hangang Park into a massive cheering plaza. From the 12th to the 28th, the three group stage matches of the South Korean national team against the Czech Republic, Mexico, and South Africa will be broadcast live on large LEDs in the Han River Panorama Zone. A key feature is that it goes beyond just watching the game; visitors can enjoy cheering in a picnic-like atmosphere with dedicated seating equipped with camping chairs and mats. To reduce congestion and create a pleasant viewing environment, the event operates on a pre-reservation basis for 100 people, and non-alcoholic craft beer and cheering balloon sticks will be provided to heighten the festive mood.

The Hangang Ple-Ple site is decorated as a venue for diverse experiences alongside the fun of watching soccer matches. A photo zone that realistically recreates the players' locker room offers visitors special memories as if they were national team members, while game facilities like table soccer and champion shooters allow them to experience soccer physically. Additionally, craft programs that families and friends can participate in together, such as uniform coloring or making soccer ball keyrings, are operated regularly, ensuring everyone from young to old can have a good time. Along with this, the pop-up zone in collaboration with Hyundai Motor's Gen Z character 'Lelele' features content tailored to the tastes of the younger generation, including merchandise sales, seated soccer experiences, and lifting challenges.

If offline events are heading to the Han River, movie theaters are emerging as new cheering hubs in indoor spaces. Megabox has designated about 60 major theaters nationwide as "Live Cheering Halls" to exclusively broadcast all of the national team's group stage matches live. Unlike regular movie screenings, an environment is created here where audiences can freely eat food and cheer boisterously just like in a stadium. 14 theaters, including major Seoul hubs like COEX, Sinchon, and Sangam, are operating as centers, and the response from citizens is already hot, with reservation rates for the Czech match entering the top ranks. By offering discount benefits to groups of 20 or more, they are encouraging cheering culture at the corporate or club level.

Another point to watch in this World Cup campaign is the expansion of the digital realm where games, sports, and mobility are combined. Hyundai Motor has partnered with global game company Epic Games to implement World Cup events in virtual spaces like 'Rocket League' and 'Fortnite.' Users can enjoy soccer in the game using the IONIQ 6 N Line vehicle item, and have a highly immersive experience by selecting actual participating countries and scoring goals to award points to those nations. Hyundai is also maximizing brand experience across online and offline channels by setting up World Cup-themed exhibitions at all Hyundai Motorstudio locations and installing game experience zones in places like Goyang and Busan.

The changes brought by the World Cup are also clearly visible in broadcast schedules. As the national team's match broadcasts and related events continue, the broadcasting industry is joining the soccer fever, with the popular music program 'Music Bank' deciding to cancel for two weeks on the 19th and 26th. This suggests that the national event of the World Cup is leading the flow of culture as a whole, beyond simple sports broadcasting. Furthermore, during this World Cup period, participatory content such as online match result prediction events is being actively conducted, establishing a wide environment where citizens accustomed to the digital environment can participate in the soccer festival anytime, anywhere.