Service Industry Experiences Fierce `Out-Of-Stadium World Cup`

As the World Cup draws near, various service industries are going through fierce `outside battles`.

The reason is that citizens’ interest in the World Cup is rapidly growing, as the Korean national team has recently performed well against renowned teams like England and France, raising the possibility for the final 16 into higher level.

Restaurants, bars, and amusement parks are vacant of guests because of football matches, and also there is an increasing number of flight-cancellations during the World Cup period. As a result, the service industry is striving to attract consumers.

According to the food industry on the 27th, business reduced by 15-50 per cent on the days of the evaluation matches, and certain alcoholic bars had to close down due to lack of customers. The industry predicts that the situation will worsen after the festival’s opening.

Airliners are also suffering from the same kind of situation, as flight-ticket sales have decreased to much greater degree than June last year.

“Sales have reduced 20 per cent compared to last June. I’m worried that if Korea advances to the final 16 or 8, even mass traveling of college backpackers in lat June might be cancelled as well,” said Park (34), a section director at a foreign airliner.

Therefore, related enterprises are using all means of marketing to attract customers, including premium events and discounts.

Deputy director Lee Dong-Hun at Kangnam’s B family Restaurant said, “We have prepared the World Cup commemoration coins and national team’s uniform as premiums, and the employees are all wearing football uniforms to serve special World Cup cocktail menus like Banana Kick, Golden Ball, and Striker.”

Manager Ryu Byeong-Ryong at Kangnam’s S Galbee Restaurant explained, “We are holding wine-tasting events everyday to attract customers, and we are even giving out 50 per cent of discount on wine. We are also planning on special events for when Korea goes up to the final 16”

Owner Choi (33) of Chung-gu’s T Room-Salon Bar said, “All 14 rooms were empty during the English and French evaluation matches. Plan is to put a TV in every room, so that people can watch games while drinking.”

Airliners are in a discount-competition in order to stop cancellations.

“Bangkok flight-ticket cost 320,000 won right now, but in June, when lots of games will be played, the price will go down to 160,000 won,” said an authority from a foreign airliner.

Amusement parks are doing their best too. Songpa-gu’s L amusement park is to broadcast live matches on large screen inside the park during the World Cup, and S amusement part also has prepared various events, including World Cup related parades.

Lifestyle of office workers is also changing. There are more workers, who wish to stay back at office after work to have dinner with colleagues while watching football games.

Office worker Lee Jun-Hee (32), a football maniac, said, “I’m going to move up my summer vacation to June, which was scheduled in July, so I can watch daytime games too.”

Min-Hyuk Park Jin-Kyun Kil mhpark@donga.com leon@donga.com