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Shy Korea avoids World Cup hype

With just days to go, Seoul seems largely immune to World Cup fever

SEOUL, South Korea (CNN) -- With only three days before the World Cup finals kick-off in Seoul, South Koreans are showing little sign of being swept away by the hype surrounding football's premier tournament.

A strong wind may have blown through the capital, bringing with it all sorts of football-related paraphernalia that has fixed itself onto nearly every major building or lamppost, but the city's residents seem barely moved.

Excusing the new décor, which among other things "Welcomes the world to Seoul", you could be forgiven for thinking that the tournament was being staged elsewhere.

Organizers had triumphantly announced that all matches to be played in South Korea, which co-hosts the tournament with Japan, were sell-outs.

Now, however, tickets to most games are still available.

That combined with a somewhat dull atmosphere, has many worried that enthusiasm for the tournament is merely skin deep.

Not, however, if you ask Seoul's residents.

"It's so exciting, I'm so excited," says Su Kyung Son, a 24-year-old, who works at the U.S. Embassy. "It's a big festival," she adds.

Festive mood?

Banners in downtown Seoul are some of the only indications of the tournament that lies ahead

Such emotions though aren't being worn on their sleeves.

A walk through downtown Seoul offers little in the way of a festive mood -- a far cry from tournaments past where if you weren't draped in a nation's colors and singing or chanting, you were the odd one out.

"I had expected a bit more feeling and emotion here, like a party, happy atmosphere," says French student Olivier Larroque.

Perhaps though, it takes a trained eye to detect the fever within.

"There's definitely a lot of hype," says Eric Chambers, who has spent three years in South Korea with the U.S. military police.

"Koreans though are just a bit more restrained."

Culturally speaking, it is sound logic. Koreans are regarded as being more reserved than their Japanese counterparts, and are still breaking away from the concept of a traditionally tightly-controlled society.

National pride

South Korea's support for its team has more to do with national pride

Chambers points to more visible symptoms seen last Sunday.

Then, as their national side competed gallantly against France before losing 3-2 in their last pre-finals friendly match, much of South Korea came to a halt.

A sea of red -- South Korea's traditional playing colors -- filled city streets throughout the country, with crowds of thousands blocking streets and thoroughfares as they cheered on their hometown heroes in front of giant television screens.

"This World Cup is a great chance to support South Korea, I think there is a lot of national pride in Korea," Su Kyung says.

Sports bars and pubs are also filling up rapidly, as interest in the matches begins to intensify.

"For the Korean games, we are already fully booked. Ireland and Germany, most of these games, we are fully booked," Ashley Cheeseman, manager of the Irish pub O'Kim's says.

With Friday's kick-off between defending world champions France and Senegal nearing, a number of planned events and a swelling of international visitors may help spark more local passion.

And as the eyes of the sporting world turn to East Asia, South Korea's love for football will be on display.