Oriental Brewery's Cass packaging celebrates the upcoming 2026 FIFA World Cup. [ORIENTAL BREWERY]
For once, 10 a.m. may be beer o'clock. With 10 days to go before the 2026 FIFA World Cup, retailers are presenting World Cup-inspired campaigns for beer, fried chicken and other watch-party essentials.
Food and beverage companies are counting on the tournament to drive higher daytime sales figures as Korea’s group-stage matches will kick off at 10 a.m. or 11 a.m. on weekdays, according to industry sources on Monday.
Related Article
Korea's group-stage opener against the Czech Republic is scheduled for 11 a.m. on June 12, followed by a game against Mexico at 10 a.m. on June 19 and another against South Africa at 10 a.m. on June 25.
