While the FIFA World Cup 2026 builds anticipation on the pitch, a particular collectible featuring football superstar Son Heung-min is creating an unprecedented frenzy off it.
This limited-edition McDonald’s reusable cup, showcasing the iconic South Korea captain, has rapidly emerged as a must-have item for Korean football aficionados. Its soaring demand is reflected in the secondary market, where resellers are listing the cup for over 100,000 won (approximately $65) – a staggering ten times the original price of the McDonald’s meal set it accompanied.
This local sensation mirrors the global popularity of McDonald’s FIFA World Cup meal sets. In Korea, the special promotion kicked off on June 11 across over 400 McDonald’s outlets, enticing customers with an 8,900-won Big Mac meal set that included a randomly selected collectible cup.
The scarcity of these coveted limited-edition cups was quickly evident, with most units selling out within an impressive five-day period, as reported by industry sources.
The broader collectible series boasts an impressive lineup of both football legends and current stars. Featured icons include David Beckham, Thierry Henry, Ronaldinho, Lamine Yamal, and Christian Pulisic – all prominent figures headlining the extensive global McDonald’s FIFA World Cup 26 campaign.
Curiously, despite its explosive popularity and immense demand among Korean fans, the highly sought-after Son Heung-min cup itself is not officially available for purchase within Korea.
The initial release of collectible cups in Korea prominently featured stars like Yamal, Ronaldinho, Henry, and Beckham, but notably excluded Son. While McDonald’s has remained tight-lipped on the matter, industry experts widely speculate that Son’s absence is likely tied to complex licensing and endorsement agreements.
Indeed, Son Heung-min holds significant endorsement deals as the brand ambassador for numerous prominent Korean food and beverage companies, including Mega MGC Coffee, Domino’s Pizza, Lotte Wellfood’s popular World Cone ice cream, and HiteJinro’s Terra beer.
This deliberate or circumstantial limited availability has only intensified the fervor and further fueled the already skyrocketing demand for the exclusive Son Heung-min cup.
On Karrot, Korea’s popular platform for secondhand transactions, the Son cup is fetching prices ranging from 55,000 won to an astounding 110,000 won, with numerous listings hovering between 80,000 won and 90,000 won. Desperate fans are even posting requests for travelers or international residents to acquire and ship the coveted collectible to Korea, highlighting its global allure and local unavailability.
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