One Month to the World Cup... Fierce 'Football Marketing' Competition Among Alcoholic Beverage Companies

Cass, Official World Cup Sponsor, Unveils "World Cup Commercial"

TERRA Gains Popularity with "TERRA X SON7 Edition" Featuring Son Heung-min

With just one month remaining until the 2026 FIFA World Cup in North and Central America, alcoholic beverage companies are launching aggressive marketing campaigns, targeting the surge in beer consumption that typically accompanies the World Cup period.

HiteJinro announced on the 12th that, ahead of the summer festival season, it will release the final episode (episode 3) of the 'TERRA X SON7' TV commercial series featuring model Son Heung-min, and will also launch the second edition of this collaboration.

The first previously released TV commercial focused on Son Heung-min's presence as the new model for TERRA at a press conference, while the second episode was centered around Son Heung-min enjoying TERRA after a free kick during a football match. The main concept of the third episode is to convey TERRA’s heartfelt support for Son Heung-min’s performance.

In addition, following positive market response to the first edition of the TERRA X SON7 collaboration currently available, HiteJinro plans to further energize the summer festival atmosphere by launching the second edition at the end of this month.

A representative from HiteJinro’s marketing division stated, “With the peak beer season overlapping with a global festival, we sincerely hope that TERRA and Son Heung-min’s synergy will be maximized,” adding, “We will continue a variety of promotional activities so that, alongside this global festival, consumers can enjoy TERRA in their daily lives and make this hot summer a joyful season.”

On TERRA’s official Instagram, the drinking AI filter game “Who’s Buying TERRA Today?”—which uses Son Heung-min’s signature pose—is gaining viral popularity among Millennials & Gen Z, currently recording over 2 million sessions. Offline, outdoor events such as the “TERRA Bingo Game Pack” and giveaways of collaboration goods like spoons, picnic mats, and reusable bags are invigorating commercial districts.

Meanwhile, Cass from OB Beer—an official sponsor of the 2026 FIFA World Cup—has released its World Cup commercial, “World Cup, The Moment We Become Our True Selves.” The video underscores the meaning of the World Cup as a time when, regardless of the outcome, people across Korea come together to laugh, cry, and grow closer through the journey of the tournament.

Cass’s World Cup campaign ads are available not only on TV channels but also through online platforms such as YouTube and Instagram. Cass plans to sequentially unveil additional commercials after the World Cup kicks off. Additionally, Cass will roll out a variety of marketing activities throughout the World Cup period, which begins next month.

Seo Hyeyeon, Vice President of Marketing at OB Beer, commented, “The World Cup is more than just a sporting event—it’s a time when everyone becomes one under the name of Korea, sharing the same emotions.” She added, “Regardless of the result, Cass will create meaningful moments where everyone cheers, laughs, and enjoys together in our own unique way.”

This content was produced with the assistance of AI translation services.