The Son Heung-min Cup That Korean Fans Couldn’t Buy Goes on Sale Today... How Much Does It Cost, and How Many Can You Buy?

[Financial News] The McDonald's Son Heung-min Cup, which could not be purchased in South Korea, will go on sale domestically on the 13th. Since overseas purchases of the item have fetched premiums of up to 110,000 won on the secondhand market, strong demand is expected from the opening day.

According to McDonald's Korea, the 'FIFA World Cup Set' promotion, which includes the Son Heung-min Cup featuring an illustration of Son Heung-min, will begin at stores nationwide on the 13th.
The previous day, a McDonald's commercial featuring Son Heung-min aired for the first time during TV coverage of the World Cup quarterfinal between Argentina and Switzerland.
Earlier, McDonald's launched a global limited-edition collector cup promotion ahead of the 2026 FIFA World Cup, featuring illustrations of nine soccer stars, including Son Heung-min, David Beckham and Ronaldinho.
However, in South Korea, Son Heung-min's home country, the Son Heung-min Cup was left out of store sales. Fans voiced complaints, asking why only Korean consumers could not buy the cup.
Son Heung-min Cups bought from overseas stores in the United States and elsewhere have also been resold on domestic secondhand trading platforms for between 55,000 won and as much as 110,000 won each.
The reason the Son Heung-min Cup was not released in South Korea was the local advertising market's practice of exclusive contracts. Son Heung-min had exclusive deals with Domino's Pizza and Mega MGC Coffee, and in the domestic advertising market, a model under an exclusive contract generally cannot appear in marketing for competitors in the same or similar food and beverage sectors during the contract period.
For that reason, McDonald's Korea is believed to have suspended Son Heung-min's appearances in domestic ads and excluded the Son Heung-min Cup from promotional products, even during the global campaign.
After the related contract issues were resolved, the company appears to have resumed the advertising and promotion campaign. However, the coordination process among industry players surrounding this promotion has not been disclosed.

The 'FIFA World Cup Set,' which includes the Son Heung-min Cup, will go on sale from 10:30 a.m. on the 13th. The set consists of a Big Mac, medium French fries, a medium soft drink and one Son Heung-min Cup, and is priced at 8,900 won.
Purchases are limited to a maximum of three sets per person. Orders can only be placed at store counters and through McDrive, while kiosk, M-Order and delivery orders are excluded.
Sales may end at each store once supplies run out, and the product will not be sold at the Yangju Service Area location.
Unlike the previous event, in which cups were distributed at random, this product includes one Son Heung-min Cup as a fixed component.
Attention is focused on whether the Son Heung-min Cup will again sell out on its first day of sales.
sms@fnnews.com Sung Min-seo Reporter