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Prior to the 2002 World Cup Group D soccer match between South Korea and the United States, American businesses are taking care of possible anti-US sentiments if Korea loses the match-up. Citing the fact that sports results can influence product sales as shown in such cases as the anti-Nike products buying campaign after the speed skating final in the 2002 Winter Olympics in February.
US fast food chain MacDonalds, worrying that it may be the first target of anti-US sentiment, has asked for extra police protection. Its Korea office said it has requested that police be posted to every chain operation in Daegu on the day of the game, adding many pointed out. However, pundits say it is overreacting and should wait and see the situation."
US-based stores concentrated in the Gwanghwamun and Daehankro areas, where some 300,000 supporters gathered on the eve of the match are also taking precautions. If the Korean team beats the US, they expect to record huge sales, but if the US defeats Korean team, they may be targets of mass hysteria. Accordingly, KFC and Pizza Hut prepared a variety of events promoting a Korean victory in a strategy to weaken their image as a US company. TGI Friday's has decided to serve free glasses of beverage for two during June 10 to the 14th, while Bennigans will give away a bottle of Budweiser to customers visiting the restaurant after 8:00pm if Korea wins its second match.
US automotive businesses such as GM, Ford and Chrysler, are looking to seeing the American team to lose in the belief that the result of the game will influence sales. A US-based import motor company's CEO said most of people involved in the industry "are eager for the US team to lose the game, but they won't talk about it."
(Lee In-yeol, yiyul@chosun.com )
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