Nuevo LeĂłn is inviting South Korean fans to Monterrey for the World Cup, emphasizing cultural ties and community integration. The region, known as 'Pes-korea,' has a significant South Korean population due to local industry investments.
Key points
Nuevo LeĂłn invites South Korean fans for the World Cup.
The region has a significant South Korean population.
PesquerĂa transformed into a high-tech hub due to Korean investments.
KIA plans activities for employees during the World Cup.
Cultural ties between Mexico and South Korea are strong.
Mentioned in this story
MonterreyPesquerĂaKIA MotorsLG Electronics
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MONTERREY, Mexico (AP) â In a bold new advertising campaign, the government in the Mexican state of Nuevo LeĂłn is extending a spirited invitation to South Korea fans: Come home to Monterrey for the World Cup.
For many, such a trip wonât just be a sports junket; it will be a family reunion.
The ties between the two distant lands are etched into the very skyline of the region. In the bustling municipalities of Apodaca and PesquerĂa, which hug the borders of Monterrey, South Korean industry has become the heartbeat of the local economy.
The transformation began in 2006 when LG Electronics established its appliance stronghold in Apodaca, planting the first seeds of a cross-continental partnership. A decade later, the stakes were raised when KIA Motors arrived in PesquerĂa.
The impact on PesquerĂa was nothing short of miraculous. Once a quiet, sun-baked agricultural town where life moved at the pace of a harvest, the arrival of the massive automotive plant transformed it almost overnight into a high-tech global industrial hub. This metamorphosis earned the area the affectionate nickname âPes-korea.â
Estimating the number of South Koreans currently living near Monterrey is complicated. Citizens of that country donât need visas, and the number fluctuates. The honorary consul of South Korea in Monterrey, Gregorio Canales, estimates there are about 5,000.
âSouth Korea is the second largest investor in Nuevo LeĂłn, larger than Canada and only surpassed by the United States. For Monterrey, the Korean manufacturing sector is very important,â Canales told the Associated Press.
With many South Koreans working in Pesqueria, Apodaca and Monterrey, the landscape has changed to accommodate the new residents. Big supermarket chains like Soriana, a Mexican version of Walmart, has signs in both Spanish and Korean, there are authentic K-BBQ restaurants, Korean grocery stores and more.
âMonterrey has traditionally had little immigration from other countries, which is why you see so many Koreans,â Canales said. âI 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.â
The arrival of the Koreans motivated local entrepreneurs to try to take advantage of that market, including some small businesses like Mario Alberto CantĂș, who owns a tire repair shop in downtown PesquerĂa with signs in Spanish and Korean. ,He estimates that nearly half his costumers are Koreans.
âWhen I started the business, I decided to incorporate part of their language, putting up the sign âTire Salesâ so they would feel included and know that there is a service for them and provide a business they could understand in their language,â CantĂș said. âAt first, we were all surprised and felt uncomfortable, but we need to adapt to them because they are already here."
The local South Koreans have also adapted over the years, and some have learned even Mexican slang.
âNow they speak a lot of Spanish, a lot of Mexican slang, they know how to swear, itâs surprising that many of them speak Spanish without any problem,â CantĂș said.
Estimating the number of Koreans in Monterrey is also difficult because many stay after finishing their factory jobs.
âThere are many cases of people who got married and stayed; the Mexican lifestyle suits them well. Iâve met many of them who retire from their formal jobs and come to live in Monterrey. They prefer to continue living here rather than return to Korea.â added Canales.
Q&A
What is the significance of Nuevo LeĂłn's invitation to South Korean fans for the World Cup?
The invitation highlights the cultural and economic ties between Nuevo LeĂłn and South Korea, fostering community integration and celebrating shared experiences.
How many South Koreans live near Monterrey, Mexico?
Approximately 5,000 South Koreans live near Monterrey, many of whom have settled due to job opportunities in local industries.
What impact did South Korean companies have on the economy of PesquerĂa, Nuevo LeĂłn?
The arrival of companies like LG Electronics and KIA Motors transformed PesquerĂa from a quiet agricultural town into a high-tech industrial hub.
What events are planned for South Korean employees during the World Cup?
KIA plans to hold activities for match days and distribute tickets to employees for matches, including the semifinals and finals.
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The arrival of the World Cup in Monterrey will not go unnoticed at the KIA factory. Although only 15% of the 2,500 employees are South Korean citizens, the company plans to hold several activities for match days, especially when South Korea faces South Africa on June 24. Since KIA is an official World Cup sponsor, the human resources department will distribute tickets to employees for matches not only in Mexico but also for the semifinals and the final.
âPeople are very excited. I see a lot of enthusiasm for the World Cup. We had the opportunity to acquire some tickets so we could also give our colleagues access to important matches,â added the 43 year-old Medrano.
In addition to the match in Monterrey, the South Koreans will have their other two first-round matches in Guadalajara, another Mexican host site in the World Cup, where they will face Mexico and Czechia.
âThe Koreans are very, very excited to see their team play here. I donât know if the enthusiasm of us Mexicans is also contagious with the other culture that interacts in this plant,â Medrano said.
According to the tourism minister in Nuevo Leon, Maricarmen Martinez, over 112,000 South Korean visitors traveled to Mexico in 2025 and they are expecting that number to grow with the World Cup.
The office announced a âKorea Weekâ in Monterrey during June to accommodate the expected influx and when South Korea plays South Africa in Monterrey, the atmosphere will likely feel like a âhome gameâ for the Taeguk Warriors. The Monterrey stadium wonât just be filled with visitors, but with thousands of local residents who call both Seoul and Monterrey home.
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