Highballs and beer outpace sparkling drinks and water at nearby stores

Morning kickoff drives unusually strong alcohol sales for a weekday

Fans gather at Gwanghwamun Square in Jongno-gu, Seoul, on Friday to cheer on South Korea during their second Group Stage match against Mexico at the 2026 North America World Cup. [Herald DB]
Fans gather at Gwanghwamun Square in Jongno-gu, Seoul, on Friday to cheer on South Korea during their second Group Stage match against Mexico at the 2026 North America World Cup. [Herald DB]

Convenience stores near Gwanghwamun Square in Seoul saw a sharp rise in alcohol sales Friday as an estimated 18,000 people — according to the Seoul Metropolitan Government — gathered at the plaza to watch South Korea take on Mexico in their second Group Stage match of the 2026 North America World Cup.

GS25 stores near Gwanghwamun recorded a 183.7 percent jump in sales Friday compared with the same day last year, and a 38 percent increase from the previous day, according to Yonhap News Agency on Saturday.

Beer sales surged 693.7 percent year-on-year, while non-alcoholic beer soared 3,972.6 percent, highball 516.2 percent and ice cups 568.3 percent. The gains were particularly striking given that the match kicked off at 10 a.m. — a weekday morning hour when alcohol sales are normally negligible.

Hot weather drove strong demand for water, up 270.7 percent, and carbonated drinks, up 168.4 percent. Ready-to-eat foods for a midday meal during the match also sold briskly — dosirak rose 142 percent, rice balls 83 percent and sandwiches 106.9 percent.

CU said sales at around 10 of its stores near Gwanghwamun jumped 3.8 times from the previous day. Highball sales surged 514.3 percent, with beer up 234.1 percent, wine up 220.8 percent and soju up 174.4 percent.

Ice sales climbed 332.5 percent amid the heat, while water rose 301 percent, iced drinks 266.6 percent and carbonated beverages 154.5 percent. Snacks and drinking accompaniments also moved quickly — triangle kimbap was up 165.8 percent, fried chicken 255.1 percent and snack foods 177.4 percent.

Non-food items including picnic mats, portable battery packs and phone charging cables also sold two to four times their normal volumes.

Seven-Eleven reported that sales at 10 stores near Gwanghwamun Square jumped 304 percent between 9 a.m. and 2 p.m. Friday compared with the same period the previous day.

Beer sales at those stores surged an extraordinary 173-fold, while non-alcoholic beer rose 25-fold.

Thirst-quenching products sold strongly across the board — sports drinks were up 18-fold, tea beverages 637 percent, carbonated drinks 618 percent, water 510 percent and ice 334 percent. Sun-protection arm sleeves and neck covers also saw a 248 percent jump.

E-mart 24 said sales at its stores near Gwanghwamun rose as much as 38 percent compared with Thursday.

Drinking snacks led the gains at 350 percent, followed by jelly at 194 percent, crackers at 146 percent and ramyun at 89 percent. Beverages also performed strongly, with water up 76 percent, pouch drinks up 59 percent and carbonated and sports drinks up 58 percent.

Beer sales jumped 143 percent and ice cup sales surged 233 percent.


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