2002 World Cup: A Subtly Altered History
Upon arriving at Incheon International Airport, a massive crowd had gathered. I raised the replica trophy provided by the league office and the Premier League winner's medal high in both hands toward them.
"Vice President Lee Dae-hyun!"
"Congratulations on the Premier League win—is that the real trophy?"
"What do you think of this World Cup?"
"Any plans to collaborate with the Korea Football Association going forward?"
"Ah, we'll talk about that later. And make sure you get good shots of this—it's the winner's medal from the association and the commemorative trophy permanently given to the league champions."
The silver replica trophy was smaller than the actual league one but specially provided for club display. Before exhibiting it in the Blackburn Rovers museum, I'd brought it to Korea under owner privileges to show off. So I held it up alongside the winner's medal in front of the reporters, urging them to snap plenty of photos.
"Alright, I've got a lot on my plate, so I'll head out first. Fighting for Korean soccer!"
After the barrage of camera shutters, I got in the car and headed home. There, I showed off the England-made trophy and winner's medal to my family, bragging about my achievements.
"The TV coverage is insane."
When my brother switched it on, a DaeYang ad came up.
SinNuri Telecom is now DaeYang Information & Communications—DYT!
DaeYang Team Korea! DYT soars with the Republic of Korea!
Flipping channels brought up another ad.
Right now at DaeYang Convenience, DaeYang Mart, and DaeYang Department Store—special sales!
Round of 16: 16% off | Quarterfinals: 80,000 units of appliances as gifts | Semifinals: 400,000 units!
The DaeYang family cheers for World Cup victory!
World Cup marketing was something every company did, but DaeYang's events were overwhelmingly massive, with insane discounts—and the staff at the global distribution division were still sweating bullets over it.
"We planned for peak season levels, but this is way beyond. Essentials are sold out everywhere—lines forming non-stop."
"A single bunch of green onions, a tray of eggs, a box of tissues, packs of batteries—nothing's left on the shelves."
Listening to my father and brother, I could only laugh.
"It's not about the profit margins from sales. More importantly, everyone sees 'SOLD OUT' signs and stores bursting with customers."
From instant noodles to rockets—we didn't sell rockets, but we were moving large appliances and furniture one by one.
"Numbers-wise, the 40s age group leads purchases, followed by furniture and appliances from 20s-30s men and women. Newlyweds especially."
"They want the best, but with dumping prices right in front of them, they can't resist."
Everyone nodded as the housekeeper brought tea and Mother personally sliced fruit. Chewing on a piece of apple, my sister Seol-ah—feeding one to her fiancé Sang-woo, my future brother-in-law—asked,
"Oppa, you think our national team makes the round of 16? If they do, sales event! If not, total flop."
"They'll make it. I guarantee."
"Hmm, I saw that Yoo Sung-chul ad with your team when they filmed it—think it'll happen?"
"Babe, to reach the round of 16, they need at least 4 points. Poland, USA, Portugal. One win, one draw, one loss gets them through on goal difference maybe...?"
Sang-woo's words just made me laugh.
"Why predict so conservatively with a win-draw-loss? At least two wins and a draw—or three wins."
"Bro, that's..."
"Tomorrow I'm on the SBC World Cup special—praying for the first win."
With Korea FA international director Kang Sam-yong, soccer legend Cha Beom-gon, and—at this time—overseas soccer expert reporter Park Moon-seok. A real soccer expert showdown.
"I'll say the same there. Minimum two wins, one draw."
"You're crazy."
"Even so, that's..."
You see as much as you know.
On the live SBC broadcast, soccer talk flowed with host Shin Dong-hyeop.
"And here we have Blackburn Rovers owner and vice president Lee Dae-hyun, who actually runs a European club."
"Hello, I'm Lee Dae-hyun."
"Do folks here know much about Blackburn?"
At Shin Dong-hyeop's question, Park Moon-seok, itching to speak, jumped in.
"Blackburn Rovers is one of the founding teams of the English Football League, started in England in the 19th century. After Lancashire steel magnate Jack Walker acquired it..."
Park Moon-seok rattled off like he was reading Wikipedia, flaunting his memorized trivia.
"The Premier League has many great teams, and Blackburn won this season. Manager Jupp Heynckes was Germany's top star back then."
Cha Beom-gon chuckled and added, and I jumped in with full Blackburn PR for the nation.
"Quite a few national team players in this World Cup are from our Blackburn Rovers."
"Oh? Besides Yoo Sung-chul, who else?"
"France's Liliane Thuram, England's Wayne Bridge and Gareth Southgate, Sweden's Olof Mellberg and Henrik Larsson, Italy's Gennaro Gattuso, Ireland's Damien Duff, Richard Dunne, and more."
The staff pointed to the audience, drawing massive cheers.
"Ah, and Brazil's Rivaldo newly added—the guy from the '98 final."
"Haha, what a team with reps from so many nations."
"Even in Korea's group. USA keeper Brad Friedel, Portugal's Luis Figo and Paulo Bento."
"Whoa, not easy then?"
"All class players. Our Korean boys need to fight hard."
As expected, talk shifted to Korean soccer.
"Now, panelists, your predictions for Korea's Group D results."
The MC clapped, handing out whiteboard and markers.
"Cold, hard judgments from the experts, please."
They wrote one by one and held them up.
"Kang Sam-yong predicts one win, one draw, one loss—group second, round of 16. Park Moon-seok same?"
"Portugal's tough..."
"Beat USA, draw Poland—that Olisadebe guy."
"Cha Beom-gon: one win, two draws."
"Hiddink's sticky soccer means no easy losses."
While they showed theirs, I wrote two wins, one draw—group first.
"Lee Dae-hyun predicts two wins, one draw—group first."
"They can do it. I always predict success for this soccer team."
The crowd cheered, ending with applause praying for victory. After that, I ran around non-stop.
[Ah, DaeYang Group's Lee Dae-hyun vice president in the stands today?]
[Probably here for his Blackburn player Liliane Thuram.]
France stumbled to a shocking 1-0 loss to Senegal in a dismal showing.
Throwing the ball from the corner flag line, hit and flops—bit ugly, but Rivaldo buried the penalty, Brazil beating Turkey 2-1.
Next: Ireland-Cameroon, Sweden-England, Italy-Ecuador. But more importantly...
[Busan Asiad Main Stadium]
Group D. South Korea vs. Poland.
"Wooooaaahhh!"
"Goal! Goal! GOAL!!!!!!!!!"
The whole DaeYang family gathered at home erupted at Yoo Sung-chul's dagger goal in the 53rd minute of the second half. Seol-ah and Sang-woo locking lips passionately in front of parents; my brother—who feared Dad—hooking arms with him and jumping around. Even Mom, who knew little about soccer, donned a red "Be the Reds" jersey and cheered wildly.
"Told you—they'd win."
"2-0! 2-0! And Yoo Sung-chul scored it!"
In the DaeYang World Cup special CF deal with broadcasters: "If Yoo Sung-chul scores, insert special ad featuring it across all terrestrial and cable." It worked perfectly—DaeYang marketing would skyrocket even more.
Korea Soccer: First World Cup Win in 48 Years Since Debut!
Hiddink's Miracle: Crush Poland 2-0 in Opener!
Hwang Sun-hong's Cross, Yoo Sung-chul's Rocket Shot—Nation in Festival Mood!
Smiling at the papers, heading to DaeYang HQ—streets full of red jerseys cheering, World Cup spirit everywhere.
"Round of 16 is locked. Time for that 10% discount."
"Yoo Sung-chul ad hits before morning news—spreading DaeYang subsidiaries nationwide."
Dad laughed heartily, clapping my shoulder. But the World Cup didn't follow original history exactly.
Powerhouse Portugal Nearly Crumbles!
Portugal-USA: Two Own Goals, Ends 3-3 Draw.
No Food at the Hype Feast—Just Goals. Korea Sees Hope in 3-3 Portugal Draw.
"Portugal... didn't lose?"
Originally a dismal 3-2 loss, but Bento cleared Donovan's shot, hit Figo with a killer pass, and Figo's decade-highlight mid-range stunner salvaged the draw.
"Portugal played well."
"Figo carried it. Thought they were done."
"That Bento and Figo from your team? Impressive duo."
Execs and staff, smoking outside the office, tallied it up. If we draw USA and Portugal beats Poland, both 1-1-1. Tricky now. Poland out with two losses, USA at best 1-2-1—no real threat to our round of 16, but...
"Soccer... is tough."
Even knowing the future and acting on it, soccer remained an unpredictable drama shaped by the process.