1,292.3m² Shinsegae Square to Broadcast Korea’s World Cup Matches Live in Downtown Seoul

Shinsegae Department Store will transform downtown Seoul into a large-scale fan zone by broadcasting Korea’s FIFA World Cup matches live on its giant media facade, Shinsegae Square, located on the exterior of its flagship store in Myeong-dong.

The company announced that it will screen Korea’s matches against Mexico on June 19 and South Africa on June 25, inviting citizens and international visitors to gather in the heart of the city for a shared viewing experience.

Shinsegae Square is one of Korea’s largest digital media facades, measuring 72 meters wide and 18 meters high, with a total display area of 1,292.3 square meters (13,910 square feet)—equivalent to the size of three basketball courts. The screen supports 3D anamorphic content and HDR10+ technology, delivering high-resolution visuals suitable for major live sporting events.

Since its official launch in November 2024, Shinsegae Square has become a major digital landmark in Seoul, showcasing K-culture content, global entertainment programming, media art installations, and seasonal facade shows. The venue attracted approximately 200,000 visitors within its first ten days of operation and now welcomes an average of 14,000 visitors per day.

Beyond the live broadcasts, Shinsegae Department Store will offer interactive fan engagement programs through its mobile app, including food and beverage coupons and prize giveaways for participants attending the screenings.

Industry observers view the initiative as an example of how large-format digital out-of-home media is evolving beyond traditional advertising to serve as a public content platform. The project also highlights the growing role of retail media networks in leveraging major sporting events to drive audience engagement and foot traffic.

Shinsegae Square further distinguishes itself through its energy-efficient design, reducing power consumption by up to 35% compared with conventional LED displays of a similar scale, reinforcing its position as a next-generation smart media platform in Korea.