The government of Nuevo León, Mexico, has launched a bold advertising campaign to invite South Korean football fans to Monterrey for the World Cup. For many, this trip will be more than a sports event—it will be a family reunion.
Deep-Rooted Economic Ties
The connection between Nuevo León and South Korea is visible in the region's skyline. In the municipalities of Apodaca and Pesquería, near Monterrey, South Korean industry has become the local economic engine. The partnership began in 2006 when LG Electronics established an appliance plant in Apodaca. A decade later, KIA Motors opened a massive facility in Pesquería, transforming the quiet agricultural town into a global industrial hub, earning it the nickname “Pes-korea.”
Korean Community in Monterrey
Estimates suggest around 5,000 South Koreans live in the area, according to Gregorio Canales, honorary consul of South Korea in Monterrey. “South Korea is the second largest investor in Nuevo León, larger than Canada and only surpassed by the United States,” Canales told the Associated Press. The influx has reshaped the local landscape: supermarkets like Soriana feature signs in Spanish and Korean, and authentic K-BBQ restaurants and Korean grocery stores have sprung up.
“Monterrey has traditionally had little immigration from other countries, which is why you see so many Koreans,” Canales added. “I know of many Korean restaurants, temples and a very important church, Our Lady of Fatima, where they hold Mass in Korean once a week. They feel comfortable and happy here.”
Local Businesses Adapt
Local entrepreneurs have adapted to serve the Korean community. Mario Alberto Cantú, owner of a tire repair shop in Pesquería, placed signs in Spanish and Korean. “When I started the business, I decided to incorporate part of their language, putting up the sign ‘Tire Sales’ so they would feel included,” Cantú said. “At first, we were all surprised and felt uncomfortable, but we need to adapt to them because they are already here.” Many Koreans have integrated further, learning Spanish and even Mexican slang. Some stay after their factory jobs, marrying locals and retiring in Monterrey.
The World Cup Connection
The government's invitation capitalizes on a deep-seated “football debt.” During the 2018 World Cup, South Korea’s victory over Germany allowed Mexico to advance, sparking celebrations outside the South Korean consulate in Monterrey, with fans chanting “Coreano, hermano, ya eres mexicano.” The Cuauhtémoc brewery sent hundreds of beer boxes to the KIA plant as thanks. “That was a very, very thoughtful gesture,” said Rafael Medrano, KIA’s HR head. “I had never experienced anything like that before.”
World Cup Activities at KIA
With the World Cup coming to Monterrey, KIA plans activities for match days, especially when South Korea faces South Africa on June 24. The company, an official sponsor, will distribute tickets to employees for matches in Mexico and beyond. “People are very excited. I see a lot of enthusiasm,” Medrano said. South Korea will also play Mexico and Czechia in Guadalajara.
Tourism minister Maricarmen Martinez reported that over 112,000 South Koreans visited Mexico in 2025, and numbers are expected to grow. The office announced “Korea Week” in Monterrey during June. When South Korea plays South Africa, the stadium will feel like a home game, filled with visitors and local residents who call both Seoul and Monterrey home.
