[Namsan Stroll]After The Olympics, The "Baseball World Cup" Arrives

The popularity of sports events changes with the times. The Olympics reached the height of its popularity during the era of the new military regime (1979–1988). This was partly because those in power used sports—especially international competitions that stirred patriotism—as an indirect means of maintaining their regime. The increasing number and skill of athletes, in line with the nation's growing power, also contributed to improved results. Medalists enjoyed celebrity-level popularity, and each of their hard-fought journeys was highlighted almost as a 'human documentary', moving the entire nation to tears. During the Olympics, all media attention was focused on the event, and TV ratings rivaled those of popular dramas.

The Olympic fever, which grew ever stronger through the 1980s and 1990s, peaked in the 2000s. Media coverage was at its highest. Even as a radio producer, I had the opportunity to join the Olympic press corps twice. I had the privilege of witnessing, firsthand, the historic moments when our athletes won their first-ever gold medals in swimming and figure skating at the Beijing and Vancouver Olympics. The gold medals won by Park Taehwan (swimming) and Kim Yuna (figure skating) remain the only Olympic golds in those events to this day. I believe this period marked the peak of Olympic popularity.

Since then, the Olympics' appeal has gradually waned. Indicators such as viewership, advertising sales, and buzz (the volume of online mentions on social media), which reflect public interest, have been on the decline. This has culminated in a situation where the broadcasting rights for the 'Milano-Cortina Olympics' are held exclusively by a single cable channel. Many people are unaware of the official name of the event (the 2026 Milano-Cortina Winter Olympics). This trend is not limited to the Olympics. Recently, I have sensed a decrease in the popularity of sports events led by the state. It is difficult to explain all the complex reasons for this, but I see it as evidence of how much our country has developed. There are now more things to see and enjoy beyond state-sponsored sports events.

The Winter Olympics will conclude in a few days. Although media attention and public interest have waned, the value of the athletes' sweat has not diminished in the slightest. The essence of sports is to challenge one's limits. That is why we are so passionate about watching athletes. Ordinary people cannot even imagine the grueling training and intense pressure they endure, nor the seemingly impossible challenges they take on. Choi Gaon, who won a gold medal in snowboarding, is a prime example. Despite suffering a broken spine, she persevered through rehabilitation and training to make it to the Olympic stage. In the first round of the finals, her fall was so severe that the coaches considered a withdrawal, but she rose again with indomitable will and ultimately won the gold medal. This was achieved by an 18-year-old girl. Of course, Choi is not alone; every athlete who participated in the event stood there after fighting their own battles with their limits. I offer them my heartfelt respect and applause.

After the Olympics, the 'Baseball World Cup', or World Baseball Classic (WBC), will take place. Our national team will play its first match against the Czech Republic on March 5. In such international competitions, the essence of sports changes. The goal is to win. Victory is both the virtue and the objective. At the 2023 WBC, our national team was eliminated in the qualifiers after a disastrous performance. They lost not only in skill, but the complacent play shown during the games was intolerable for baseball fans. This time must be different.

This tournament will feature many highlights, including the United States' quest for revenge against Japan, who took the championship from them in the previous finals. Amidst all this, I hope our national team will not be a mere supporting cast, but emerge as protagonists. At the very least, I fervently hope they will create a new narrative as significant supporting characters.

Lee Jaeik, SBS Radio Producer and Novelist

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