The excitement for the World Cup was first ignited by the official anthem of the South Korean national football team. The group TWS released the official team anthem "Dream With U" on June 11. The song conveys the message that "if we believe in miracles together, miracles will begin," and it will be used in various settings to wish for the team's success during the tournament. TWS, also an ambassador for the Korea Football Association, stated, "We hope the positive energy of TWS reaches the players and the public through this song, providing great strength."
K-Culture's presence was further highlighted at the opening ceremony. EJAE, who gained global fame for his role as 'Rumi' in the Netflix film "K-Pop Demon Hunters," performed the World Cup theme song "DNA" alongside renowned tenor Andrea Bocelli at the opening event held in Mexico City on June 11. Notably, EJAE sang the Korean lyrics "Even if I fall again, I will rise again," drawing attention from audiences worldwide. He is also reported to have participated in writing those lyrics.
EJAE's performance is notable for featuring Korean lyrics on the official World Cup stage. The theme song incorporates various languages and emotions from different countries, with the Korean lyrics serving as a part of the tournament's message.
Lisa of BLACKPINK also took the stage at another opening match in Los Angeles, performing the World Cup soundtrack "Goals" alongside Anita and Leema, standing shoulder to shoulder with global pop stars. This marks the first time a K-Pop girl group member has performed live at a World Cup opening ceremony.
The finale will be headlined by BTS. The group is set to perform at the halftime show of the World Cup final on July 19 at the New Jersey Stadium in New York. This will be the first halftime show at a World Cup final. BTS joins the ranks of Madonna and Shakira, with Coldplay's Chris Martin curating the performance.
BTS's participation illustrates the expanding intersection of K-Pop and the World Cup since Jungkook's performance of "Dreamers" at the 2022 Qatar World Cup. While Jungkook's involvement in the official soundtrack and opening ceremony created a global sensation, this time the entire BTS will take the stage at the symbolic final. K-Pop will be present from the beginning to the end of the tournament.
The trend of K-Pop artists being featured at the World Cup is also noteworthy. Following Jungkook's performance at the 2022 Qatar World Cup, this tournament will see TWS's team anthem, EJAE's theme song, Lisa's soundtrack performance, and BTS's halftime show at the final, showcasing the continued involvement of K-Pop artists.
BTS expressed through their agency Big Hit Music, "It is a great honor to stand on such a meaningful stage where the whole world comes together. We believe music is a universal language that conveys hope and unity. We are even more grateful to share that message with global viewers and contribute to expanding educational opportunities for children through this World Cup."
The enthusiasm for World Cup support continues in the domestic entertainment industry. Following the South Korean national team's first victory against the Czech Republic, stars are increasing their support content. TVXQ's Changmin appeared in TikTok original content and KBS's "North America World Cup Pre-Show" to cheer for the team, while Highlight's Yoon Doo-joon provided live commentary on YouTube during the Czech match, engaging with football fans. Kim Heung-guk supported the team on-site in Mexico, and Cortis performed at a cheering event in Gwanghwamun Square, engaging with the audience.
K-Culture events will also continue locally during the World Cup. The Ministry of Culture, Sports and Tourism and the Ministry of Foreign Affairs, in collaboration with the South Korean Embassy in Mexico and the Korean Cultural Center in Mexico, will hold a K-Culture festival throughout June. Mexico is considered a key hub for the spread of Hallyu in Latin America. As interest in Korean culture continues to grow across various aspects, including K-Pop, dramas, beauty, and food, there are high expectations for the expansion of K-Culture coinciding with the World Cup.
The events will include media facades, contemporary art exhibitions, traditional performance arts, and K-Pop cover dance. A "Korea Day" event combining K-Food, K-Culture, K-Content, and K-Sports will be held in Jalisco, while a Korean promotional booth linking Korean tourism resources and K-Content will operate in Chapultepec Park in Mexico City. A special exhibition at the National Museum of Korea will showcase cultural products that blend traditional and modern sensibilities.
Countries are showcasing their cultures in various ways during the World Cup. In the global village set up in Chapultepec Park, various nations present their cultural assets to engage with visitors. Although Vietnam is not a qualifying nation, it has been specially invited and is showcasing its traditional cuisine to connect with local audiences, while Korea is highlighting K-Culture, combining K-Pop, media art, traditional cultural products, and cover dances as a differentiating factor.
The intersection of K-Culture and the World Cup is broadening. From TWS's team anthem to EJAE's Korean lyrics, Lisa's global collaboration stage, and BTS's halftime show at the final, K-Pop is featured prominently in key moments of the tournament. With local K-Culture events in Mexico, the World Cup is evolving into a stage where not only match results but also cultural exchanges are celebrated. As the excitement of football and global fandom intertwine, it will be interesting to see what topics K-Culture will generate during the World Cup.
* This article has been translated by AI.
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