[Edaily Reporter Kyung Gye-young] On the 12th, when the South Korean national team played its first match in the 2026 FIFA North and Central America World Cup, convenience stores near Gwanghwamun in Seoul, where street cheering events took place, enjoyed a “World Cup boom” as sales surged. Since the match was held on a weekday morning, sales of cool refreshments such as ice, beverages, and ice cream saw a notable increase, outpacing those of alcoholic beverages.

According to Seoul City’s real-time urban data on the 13th, around 12,000 citizens had gathered at Gwanghwamun Square as of noon the previous day. This was due to crowds flocking to the square to watch and enjoy the Group A opener against the Czech Republic together.

The large crowds led to increased sales at convenience stores near Gwanghwamun. An analysis of sales data from about 10 CU stores near Gwanghwamun showed that sales on the day of the match were 3.4 times higher than on the same day of the previous week. Sales began to rise at 10 a.m., one hour before kickoff. Before the match, items such as picnic mats and power banks sold well, while after the South Korean national team’s victory, alcohol, snacks, and ice cream were particularly popular.

By product category, the highest sales growth rates were recorded for: △Ice (510.3%) △Iced drinks (495.8%) △Sports and electrolyte drinks (480.9%) △Ice cream (409.2%) △Bottled water (394.7%) △Beer (310.1%). There was high demand for convenience foods such as gimbap (214.3%), as well as power banks (640.2%) and picnic mats (525.5%).

GS25 also reported that sales at stores near Gwanghwamun increased by 25.1% compared to the same day of the previous week. By time slot, sales from 9 a.m. to 1 p.m.—the period surrounding the match—skyrocketed by 85.7% compared to the same period, while sales from 10 a.m. to 11 a.m., just before kickoff, surged by 447.6%.

Since the game was held on a weekday morning, non-alcoholic beer (up 1,367.8%) saw the highest sales growth rate. Food items such as ice cups (401.9%), snacks (254.8%), and chicken (158.7%) were also popular.

E-Mart 24 also reported that sales at stores near Gwanghwamun increased by up to 59% compared to the same day the previous week. In particular, sales of ice cups (233%) and beer (218%) saw significant growth.

Among food items, sandwiches recorded the highest sales growth rate at 141%. Sales of hamburgers (128%), bread (96%), and triangle rice balls (60%) also increased. Many customers also purchased pouch drinks (104%) and carbonated/sports drinks (77%).

Seven-Eleven reported that sales at 10 stores near Gwanghwamun from 9 a.m. to 2 p.m. the previous day increased by 318% compared to the previous Friday. Beer sales jumped 180-fold, and sales of umbrellas—used to block the sun outdoors—increased 24-fold. Drinks to quench thirst, such as sports drinks (871%), bottled water (411%), and ice (521%), were also popular.

The World Cup fever didn’t just affect stores near Gwanghwamun; it also impacted other convenience stores. The previous day, sales of Chicken 25 at all GS25 stores increased by 126.9% compared to the same day the previous week, and sales of items such as ice cups (39.4%), beer (20.5%), and snacks (21.1%) also rose.

An official from #BGF Retail, which operates the CU convenience store chain, analyzed, “Although the national team’s matches are taking place on weekday afternoons during this tournament, many soccer fans are flocking to Gwanghwamun, where street cheering events are being held, causing sales at nearby convenience stores to surge significantly compared to usual.”

These convenience stores plan to hold promotional events offering discounts on food items, including alcohol and fried chicken, before and after the South Korean national team’s World Cup matches.