World Cup-themed pop-up store open through June 25; targets 10,000 visitors with games, limited-edition gifts
"Dae~han-min-guk! Clap clap clap clap clap!"
A blue building adorned with beer bottle graphics has appeared along a main boulevard in Gangnam-gu, Seoul. OB Beer opened the "Cass FIFA World Cup Fan Base Camp" on Thursday to mark the 2026 World Cup, and the venue was already buzzing with anticipation ahead of South Korea's opening match against the Czech Republic.
Stepping through a bottle-cap-shaped revolving door, visitors were greeted by cheers and laughter from every corner. They took part in six challenge stations — including a shooting ground and a shouting booth — collecting stickers for a chance to win prizes. Many also stopped to take photos in front of a large screen.
YouTuber Ahn Eun-ji, 26, was snapping pictures in a soccer jersey when she said she had always been a big fan of the sport. "Coming to the pop-up makes the World Cup feel real," she said. "It feels like getting a preview of the whole country coming together to cheer as one."
One corner of the venue is set aside for a viewing party, anchored by a large screen. OB Beer will select 50 guests by lottery for each match showing to watch the games alongside soccer commentator Im Hyeong-cheol, who will host a live match talk show.
The pop-up also features a special limited-edition release: the "One Team Edition" beer, with cans engraved with the signatures of national team players including Son Heung-min, Lee Kang-in and Kim Min-jae — an engraving available on-site only. Draft beer is also on offer at the in-venue Cheers Bar.
Cass has served as an official FIFA World Cup sponsor for four consecutive tournaments, from 2014 through this year's edition. Beyond the base camp pop-up, OB Beer has set up five additional viewing venues across Seoul and Suwon — Dalmaji Square Barbecue's Euljiro and Seongsu locations, Itaewon's Silbi Disco and Sam Ryan's, and Samgwang in Suwon — where matches will be broadcast live.
The pop-up runs for two weeks through June 25, with a target of more than 10,000 visitors. An OB Beer official said the company hopes many people will stop by during the World Cup.
siuu@heraldcorp.com
