With the Los Angeles opener of the 2026 FIFA World Cup just one month away on June 12, Koreatown is beginning to heat up with World Cup excitement.
The 2026 World Cup LA Korean Preparatory Committee, known as LA REDS and joined by more than 16 Korean American organizations, is preparing three large-scale street watch parties in Koreatown to coincide with the Korea national team’s group-stage matches. Koreatown businesses are also preparing for a surge in World Cup-related demand.
LA REDS is currently recruiting cheering squads and performance teams to help lead the atmosphere at the street watch parties.
Dooha Hwang, CEO of ADVUE, the marketing agency managing the LA REDS events, told The Korea Daily in a phone interview on May 11 that the group is recruiting performers on an ongoing basis.
“We are currently accepting applications for cheering squads and performance teams, and we have already held one audition,” Hwang said. “We plan to recruit eight to nine members for the cheering squad and up to 10 performance teams.”
The street watch parties will be held in Koreatown on June 11, June 18 and June 24, following the Korea national team’s group-stage schedule. Details are available through LA REDS’ official Instagram account, @lareds2026.
The first watch party will take place at 7 p.m. on June 11 at Liberty Park, also known as Wilshire Lawn Plaza, near Wilshire Boulevard and Serrano Avenue. Korea is scheduled to face Czechia that day.
A large screen will be installed at the site, which is expected to accommodate up to 2,000 people.
LA REDS plans to close part of Serrano Avenue near the park and operate food trucks and sponsor booths, turning the watch party into a large community festival.
“We are in the process of finalizing contracts with food trucks and sponsorship companies that will participate in the event,” Hwang said. “We are also preparing raffles that may include airline tickets, so this can become an interactive event rather than just a place to watch the game.”
Koreatown businesses are also preparing for the World Cup.
Niky’s Sports, a soccer specialty store near Pico Boulevard and Mariposa Avenue, is selling Korea national team jerseys. A store employee said the red home jerseys are currently sold out.
“We placed a large order by container, and sales are expected to resume in about two weeks,” the employee said. “Jerseys with Son Heung-min’s name are especially popular, so we increased our orders for those.”
Restaurants and sports bars are also preparing special promotions.
Eastwood, a pub near Western Avenue and Sixth Street, plans to host World Cup watch parties during the tournament. The country-style pub, equipped with large screens and various games, is already popular among customers from diverse backgrounds.
The Korea Daily is also holding a World Cup raffle event. Participants can predict the tournament winner and the scores of Korea’s matches for a chance to win various prizes, including a massage chair valued at $10,000, a Cuckoo premium pressure rice cooker and an eye massager.
The event is available through The Korea Daily website (www.koreadaily.com), and entries close on June 10.
