Restaurant with Only Name Changed, Banner Reads "Only the Kitchen Auntie Remains Unchanged... Cleanse Man Tactics Too"

After the South Korean national football team was eliminated following a lackluster performance and defeat in the 2023 Asian Football Confederation (AFC) Asian Cup semifinal, calls for the dismissal of head coach J?rgen Klinsmann have been mounting. Amid this, a restaurant banner seemingly targeting Klinsmann has been shared widely, attracting attention.

On the 12th, an online community post titled "The signboard in our neighborhood changed, but some things didn't" went viral. The post included a photo of a banner displayed by a restaurant selling samgyeopsal (pork belly) that had changed its business name. The banner stated, "Due to trademark registration issues, we have inevitably changed our business name," and detailed what was 'changing' and what was 'not changing.'

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Regarding what was not changing, the restaurant listed the kitchen auntie, staff, refrigerator, grill, scissors, and the owner, along with the phrase "Klinsmann tactics." This was interpreted as a jab at coach Klinsmann in relation to the South Korean national team, which was praised for assembling a legendary "Golden Generation" squad but was frustrated in its challenge for the Asian Cup title. Netizens responded with comments such as, "There has to be tactics for things to change," "The owner seems quite upset," "It's witty and timely given recent events," and "I just want the public to crowdfund the penalty fee and send him away."

The "Klinsmann team" suffered a 0-2 defeat against Jordan in the semifinals, ending the match with zero shots on target. As a result, they failed to reclaim the Asian championship for the first time in 64 years and returned home on the 8th. Since then, voices calling for Klinsmann's dismissal have risen even in political circles unrelated to football. Domestic football fans hold a negative view of Klinsmann, especially since controversies over remote work and overseas trips emerged even before the Asian Cup. A national petition demanding his dismissal was also launched in the National Assembly.

Jurgen Klinsmann, the head coach of the national soccer team, who completed the 2023 Asian Football Confederation (AFC) Asian Cup, is returning home through Incheon International Airport Terminal 1 on the afternoon of the 8th.
[Photo by Yonhap News]

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Moreover, despite the negative public opinion, Klinsmann reportedly left for the United States just two days after returning from the Asian Cup, fueling public anger. Although political circles are calling for his dismissal, the likelihood of his actual removal appears low.

This is due to the penalty fee estimated to be over 7 billion KRW and concerns that dismissing Klinsmann could negatively affect Chung Mong-gyu, president of the Korea Football Association who appointed him, in his bid for re-election. Additionally, some believe that Klinsmann, like former coach Paulo Bento, can overcome negative public opinion and achieve results in the World Cup. Accordingly, some football experts predict that the partnership will continue, citing morale issues within the national team ahead of the 2026 CONCACAF World Cup qualifiers.

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