"Even Koreans Can't Get It at Home": Son Heung-min Cup Sparks Frenzy in Mexico, Why It's Unavailable in Korea

Joined the Limited Edition World Cup Cup Lineup Alongside Beckham and Yamal

Excluded from Korean Lineup Due to Domestic Food Industry Advertising Contracts

Yonhap News Agency

The McDonald's World Cup limited-edition cup featuring Son Heung-min, captain of the South Korean national soccer team (LAFC), is experiencing a supply shortage in Mexico. The fact that this product is unavailable at McDonald's locations in Korea has further fueled its popularity among soccer fans as a rare collectible. Previously, McDonald's launched the "FIFA World Cup Set" promotion to celebrate the 2026 North and Central America World Cup.

Customers who purchase the set menu receive one limited-edition cup, randomly chosen, featuring a soccer star and McDonald's characters. The lineup varies by country.

The design also stimulates fans' desire to collect. The Son Heung-min cup features scenes reminiscent of his signature 'click celebration,' dynamic shooting motions, and a white tiger graphic symbolizing the South Korea national football team. McDonald's social media

A Design That Stimulates Collectors: Son Heung-min Cup Features the "Chal-kak Ceremony"

International media and the sports marketing industry have also taken notice of this campaign. The limited-edition cups serve as a key driver to attract fans to stores, beyond being simple giveaways. Not only Son Heung-min but also many legendary footballers have participated in this marketing initiative. Retired players include iconic stars such as David Beckham, Thierry Henry, and Ronaldinho. Among current players, representatives of the host countries such as Christian Pulisic, Alphonso Davies, and Raúl Jiménez are also featured. Notably, among active players included in the global lineup without host country preference, Spain's rising star Lamine Yamal and Asia's representative superstar Son Heung-min stand out.

Not only Heungmin, but numerous football legends also participated in the marketing campaign. Retired players such as Beckham, Henry, and Ronaldinho, who represented their era, were featured. McDonald's social media

The design itself also stimulates fans’ desire to collect. The Son Heung-min cup features scenes reminiscent of his signature "Chal-kak Ceremony," dynamic shooting poses, and a white tiger graphic symbolizing the South Korean national soccer team. The addition of American cartoon-style illustrations has enhanced its value as a World Cup souvenir, according to fans.

In Guadalajara, Mexico, fans are crowding McDonald’s stores in search of the Son Heung-min cup. McDonald’s locations near the Korean national team’s accommodation continue to see visits from Korean fans. It has been reported that some stores have already run out of Son Heung-min cups, leading employees to recommend cups featuring other players instead. This popularity has been further amplified by the Korean national team’s victory in their first World Cup match.

Korea got off to a strong start with a 2-1 come-from-behind win against the Czech Republic in the group stage opener, which heightened local interest in captain Son Heung-min. It is now common to see fans wearing Son Heung-min jerseys around the Guadalajara stadium and throughout the city.

The Influence of Domestic Food Brand Advertising Contracts: Why Son Heung-min Is Absent from the Korean Lineup... Possible Release Next Month

Why, then, is the Son Heung-min cup unavailable in Korea? The reason is reportedly due to advertising contract issues. Son Heung-min has served as a model for several domestic food and dining brands, and particularly, contractual clauses with competing brands in the same industry have had an impact. Even if the cups are produced globally, using Son Heung-min’s likeness at Korean stores could conflict with these existing contracts.

In Guadalajara, Mexico, fans are flocking to find the Son Heung-min cup. The McDonald's near the South Korean national team's accommodation is continuously visited by Korean fans. In some stores, the Son Heung-min cups have run out of stock, and employees have reportedly been suggesting cups featuring other players. Son Heung-min Instagram

McDonald’s Korea is running the World Cup Set promotion domestically, but the Son Heung-min cup is currently excluded from the local lineup. As a result, online communities and social media are filled with disappointed reactions, such as “You can’t get the Korean player’s cup in Korea.” Conversely, photos of the Son Heung-min cup from overseas are being shared online, fueling even more interest among Korean fans.

However, the possibility of a domestic release is not entirely closed. Industry sources say that if Son Heung-min’s existing food brand advertising contracts expire this month, there is a chance that the cup could be launched in Korea as early as next month. Should the Korean national team advance to the tournament stage and World Cup fever continue into July, the Son Heung-min cup is expected to become the most sought-after World Cup merchandise in the country.

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