"We buy it for 110,000 won" ... The scramble for the 'Son Heung-min Cup' that costs more than a hamburger set

[Financial News] As McDonald's limited-edition 'World Cup set,' launched worldwide to commemorate the 2026 FIFA World Cup, has become hugely popular, an unusual phenomenon is unfolding in South Korea's secondhand market. A limited-edition cup featuring South Korea national football team captain Son Heung-min is being traded for more than 10 times its original price. Demand has surged after it became known that the cup cannot be obtained in South Korea.
According to News1 and the restaurant industry on the 22nd, the World Cup set that McDonald's Korea introduced on the 11th at more than 400 stores nationwide sold out at most locations within five days of launch. The set, priced at 8,900 won, includes a Big Mac, medium French fries, a medium Coke, and one limited-edition reusable cup chosen at random. As the tens of thousands of prepared cups were quickly exhausted, sales of the set have now officially ended.
The global limited-edition cups feature retired legends such as David Beckham, Thierry Henry, and Ronaldinho, as well as active stars including Lamine Yamal and Christian Pulisic.
In particular, the Son Heung-min Cup, which made the lineup despite him being an active player and not from a host nation, drew strong reactions overseas. The cup features his signature 'click' celebration pose and a White Tiger symbolizing Korea.
The problem is that the 'Son Heung-min Cup' is not actually available in South Korea. The first domestic release lineup included only five designs, including Lamine Yamal, Ronaldinho, Henry, and Beckham, while the Son Heung-min Cup was left out.
The industry believes that Son Heung-min's active role as a model for domestic food and beverage companies had a decisive impact. In fact, Son has signed contracts with several Korean brands, including Mega MGC Coffee, Domino's Pizza, Lotte Wellfood's Lotte World Cone, and HiteJinro's Terra. Analysts say it would have been difficult for McDonald's, a competitor in the food service sector, to use his image for marketing.
Once news spread that the Son Heung-min Cup would not be released in South Korea, resale platforms quickly began listing it at steep markups. On major secondhand marketplaces such as Karrot Market and Bungaejangter Inc., posts offering Son Heung-min Cups obtained directly from overseas stores have appeared in succession, with asking prices ranging from 80,000 won to as much as 110,000 won. That is nearly 10 times the original set price of 8,900 won. The shortage has intensified further, with some users even posting requests for 'proxy purchases' from overseas stores.
Consumer attention is now naturally turning to whether there will be another release later. McDonald's Korea is reportedly reviewing and preparing a second release of the World Cup set in a positive manner.
However, it remains unclear whether the Son Heung-min Cup will be included in the second release. McDonald's Korea said nothing has been finalized regarding the second cup lineup and added that, due to scheduling constraints, an additional release within this month is impossible.
moon@fnnews.com Moon Young-jin Reporter