South Korean fans gathered at department stores and company auditoriums this week to cheer for a World Cup match against Mexico [1].
This shift in viewing habits reflects an evolving cheering culture where supporters prioritize convenience and communal spaces over traditional public squares. Because the match aired during a weekday morning, fans sought out accessible locations to watch the game together during their breaks [1].
In Seoul, a significant crowd assembled in front of the Myeongdong Shinsegae Department Store main branch [1]. The gathering included South Korean citizens wearing national team uniforms, Mexican tourists, and other international spectators [1].
Lee Tae-kyung, a resident of Paju, Gyeonggi-do, noted the energy of the collective experience. "I think it is more exciting and better because we are all gathering and cheering together," Lee said [1].
Similar viewing parties took place inside various company auditoriums across the city, allowing employees to support the national team without leaving their place of work [1]. This trend suggests a departure from the massive, centralized rallies of previous tournaments in favor of smaller, integrated hubs of activity.
Sally Choi, a Korean-American visitor, expressed her enthusiasm for the atmosphere while wearing the team's colors. "It is great to be able to wear red clothes, come outside and cheer like this. Republic of Korea," Choi said [1].
The atmosphere remained festive as fans of both nations shared the space, blending the commercial environment of the Myeongdong district with the sporting passion of the North-Central America World Cup [1].
“I think it is more exciting and better because we are all gathering and cheering together”
The transition from massive public square rallies to 'everyday venues' indicates a normalization of sporting events within the professional and commercial rhythms of urban life. By integrating World Cup viewing into corporate and retail spaces, the cheering culture is becoming more decentralized and adaptable to the schedules of the working population.
