South Korean football fans are adapting to a new way of celebrating their national team, the Red Devils, as the World Cup in North America dictates morning kick-off times. The customary late-night, boozy gatherings that defined previous tournaments have been replaced by a novel 'brunch World Cup' phenomenon, with crowds now converging on public squares and venues during the working morning.
On Friday, central Seoul witnessed a notable shift from its usual morning commute. Thousands of citizens, many clad in the national team's distinctive red shirts and scarves, gathered to watch South Korea's opening match against Czechia. The scene was less about suits and briefcases and more about shared enthusiasm, with families spreading mats for picnics and individuals enjoying coffees, bottled teas, and pastries. This marked a significant departure from past World Cups, where a 15-hour time difference meant games often fell in the middle of the night, leading to celebrations fuelled by beer and soju.
Kim Bomi, who took the day off work, described the experience as a first, noting the absence of alcohol among many revellers. This sentiment was echoed by others, including Han Donghee, for whom the morning kick-off was a blessing, allowing him to participate in street cheering for the first time due to previous late schedules. While the atmosphere remained jubilant, it was distinctly more sober than in previous years, an observation that has led Korean media to coin the term 'brunch World Cup' – a nod to the timing rather than a specific menu.
The cultural shift extended beyond public squares. Companies across South Korea made efforts to accommodate employees, converting conference rooms into viewing areas and encouraging red dress codes. Restaurants and sports bars, typically opening in the afternoon, opened their doors before 10 am, adjusting their menus to offer breakfast options. Some establishments reported being fully booked ahead of kick-off, highlighting the widespread engagement with this new morning ritual.
For many, like Noh Min-ho, who travelled from Cheongju with his 12-year-old son, Yu-chan, the morning matches offered a unique opportunity to share the communal cheering experience. Noh, part of the generation that witnessed South Korea's historic semi-final run in 2002, wanted his son to create similar memories of the electric atmosphere. Despite the early hour, the energy in Seoul was palpable, with K-pop groups warming up the crowd and the iconic 'Dae-han-min-guk' chant providing the rhythmic heartbeat of the gathering.
However, not everyone adhered strictly to the sober premise of the 'brunch World Cup'. Some groups, like Kim Min-ji and her friends, embraced the unusual timing by enjoying traditional evening fare such as fried chicken and pizza, alongside beer, as early as 10 am. This demonstrates the blend of old and new traditions emerging as South Koreans wholeheartedly embrace this unique World Cup experience.
Source: The Guardian