<Anchor> The
distribution industry is busy with the World Cup.
However, if it is not an official sponsor, the word 'World Cup' cannot be used in advertisements, and many companies are raising the atmosphere with soccer-related images, especially with Son Heung-min as a model.
This is Reporter Lee Hye-mi.
<Reporter>
With the opening of the World Cup, specially designed World Cup products are being released one after another.
At the center is Son Heung-min.
From ramen and hamburgers to coffee and beer.
Son Heung-min's face is engraved on the front of the product.
[Yoo Ho-jeong/Consumer: I ordered it after seeing the player's face.
I wonder if I can get some energy (hopefully.)]
FIFA, the International Football Federation, does not allow the World Cup logo or the word World Cup to be used in advertisements unless it is an official sponsor.
That's why companies that are not official sponsors are holding World Cup events with Son Heung-min.
'Wolcle', an abbreviation for world class, a word associated with Sohn, or his team, 'Tottenham', are sometimes used in marketing.
[Heung-Kwon Kwon/Convenience store MD: On the day of the Tottenham Hotspur match or during the World Cup, (sales) have been rising recently, and (related products) account for high sales in the chicken category.]
Son Heung-min's model fee is also the highest by company. It has risen to 1.5 billion won.
[Kim Na-hyeon/Burger Company Public Relations Manager: After the contract, sales volume increased by more than 20%, showing positive results.]
Also, companies that work with the Korea Football Association to sell products with the faces of national players or work with former national players. We are raising the atmosphere of the World Cup by coming out.
(Video coverage: Han Il-sang, video editing: Won-hee Won, VJ: Sang-hyeok Kim, video source: YouTube)