At Everland, Korea’s largest theme park, the summer’s biggest entertainment draw isn’t a new roller coaster. Instead, it is a calculated fusion of international sports culture and Mexican street food. Samsung C&T’s Resort Group, which runs the sprawling park just south of Seoul, announced on Thursday a monthlong football-themed festival titled “Football & Taco.” The initiative is the latest installment of the park’s marketing strategy, designed to tap into global sports enthusiasm during the World Cup tournament season. At the center of the transformation is the “Football Training Camp,” an interactive pavilion near the park’s Alpine Village. Visitors register as players to tackle challenges as strikers, midfielders and goalkeepers. Rather than just offering casual recreation, the park has gamified the experience so that participants gain points through challenges like football bingo to win rewards like priority ride passes and exclusive team merchandise. Everland has also enlisted professional athletes. Members of the Korean freestyle football squad Lycat Crew, incl
