- Lime and watermelon uniforms, themed soju fruit highball, 'green light' for weekday success through theme marketing

Jeonbuk Hyundai Motors FC (hereinafter Jeonbuk Hyundai) has successfully captured both the game and marketing aspects.

On the 8th, at the Jeonju World Cup Stadium, during the themed home game 'FRUITS FRIDAY,' Jeonbuk recorded a victory along with 21,346 paid spectators.

This marked the highest weekday attendance for Jeonbuk Hyundai since the introduction of actual attendance counting in 2012 (excluding holidays and substitute holidays), surpassing the previous record of 21,071 spectators (August 10, 2016 / Jeonbuk vs. Suwon FC). Additionally, it exceeded the highest weekday game attendance in the K League 1 for the 2025 season, which was 15,290 spectators (June 17, 2025 / Seoul vs. Gangwon).

This success was achieved through Jeonbuk Hyundai's initiative in planning the first-ever 'fruit' themed event in the K League, bringing together various companies and local partners to enhance the event.

The pre-released 'watermelon edition jersey' and lime special uniforms worn by the players on the day of the game further heightened the symbolic nature of 'FRUITS FRIDAY,' capturing the fans' attention.

The opposing team, FC Anyang, also resonated with the theme by wearing grape-colored home uniforms, increasing the immersion of the event.

Coincidentally, the day was also 'Grape Day (August 8th),' and the stadium adorned with the uniforms of both teams combined the fruit theme even more richly.

Various partners collaborated to offer fans a rich experience on-site.

The peach crepe food truck and watermelon and buckwheat juice provided by Gochang County conveyed the sweet and refreshing taste of summer, while Bookjeonju Nonghyup Hanaro Mart uplifted the atmosphere by giving out peaches through a scoreboard event.

Seven Eleven added cool enjoyment by sharing watermelon bars, and Adidas' shoe and apparel sponsorship returned to the fans through prize events.

Furthermore, the collaboration reflecting the trend in the liquor market, the 'Won Highball' special edition with fruit-flavored soju collaboration (yuzu/pear scent), garnered attention as it was sold through Musinsa.

To commemorate this collaboration, the representative of Won Soju, artist Jay Park, performed at halftime, adding more excitement and allowing fans to experience not only soccer but also cultural arts.

During the halftime show, Sim Deok-seop, the mayor of Gochang, dressed as Jeonbuk Hyundai's mascot 'Search' in a watermelon costume, kicked a watermelon ball, leading the cheers of the audience.

The cheerful performances that continued from before the game made the concept of 'FRUITS FRIDAY' even more vibrant.

Moreover, this themed home game unfolded a sequential promotional strategy from the theme's unveiling to pre-goods release and sales, and events on the day of the game.

Through this, the anticipation of the fans was consistently raised, and it was recorded as a representative joint success story created by partner companies and the local community.

Jeonbuk Hyundai's Director Lee Do-hyun emphasized, "This is a symbolic game that achieved both game results and marketing success," stating, "This achievement is the result of Jeonbuk Hyundai, various partners, and fans working together."