Oriental Brewery taps into enthusiasm for Team Korea, World Cup

Liquor giant Oriental Brewery (OB) hosted watch parties at restaurants in Seoul Friday for Korea's 2026 FIFA World Cup Group A match against the Czech Republic, using the events to promote its flagship beer brand, Cass. Called Cass Viewing Pubs, the events are held at restaurants that sell Cass, allowing fans to gather and cheer for the national team together. For Korea's three group stage matches this month, OB partnered with four restaurants in Seoul's trendy districts of Euljiro, Itaewon and Seongsu, as well as one venue in Suwon, Gyeonggi Province. On Friday, two barbecue restaurants in Seoul's Euljiro and Itaewon areas were transformed into temporary fan zones. At the Euljiro venue, around 300 visitors filled the outdoor seating area in front of a giant screen, wearing matching jerseys bearing the logos of the FIFA World Cup, the Korea Football Association and Cass. Cass is the only domestic liquor brand serving as an official sponsor of this year's World Cup. The attendees were selected through an application process organized by OB. As expected by the company, the combination of