KOR
▲ Mexico Coach Javier Aguirre gives tactical instructions during the FIFA World Cup Group A match between Mexico and South Korea at the Guadalajara Stadium in Zapopan, Mexico, on June 18, 2026.
While the outcome of a match is decided on the pitch, I believe the game continues off the field.
The press conference room is also a representative "battlefield." In that sense, if I had to pick the most outstanding figure, the MVP of the match against Mexico, it would undoubtedly be Javier Aguirre, the head coach of the Mexican national team. Born in 1958, he is a 67-year-old veteran and a master tactician who has taken the helm of the Mexican national team three times.
For the official press conference held the day before the match, each team has two options: the coach can attend alone, or be accompanied by a player. Coach Aguirre put on a "showtime" all by himself during that time. He dominated the room with his endless humor, composure, and outspoken eloquence.
"I'm sixty-seven years old, and I've been in this damn football world—oh, no, this blessed football world—for nearly 50 years, but I still feel a special emotion before a match. It's like a tension that's hard to explain in words. If the day comes when I don't feel that emotion, I should quit this job."
Every time he made a joke, the local reporters burst into laughter. Unfortunately, because FIFA's simultaneous interpretation system was closer to consecutive translation and frequently cut out, I often missed the timing to share the laugh, but I could certainly feel the atmosphere.
What impressed me the most was his view on the media. Coach Aguirre answered questions by calling out each reporter by name, and he even remembered their nicknames in detail.
He led the dialogue and communication rather than a typical Q&A, saying things like, "How have you been, 'Mr. Stubborn'? Ask your question with respect," and "You really are a football guru."
He stood out even more after the match. Regarding the referees and reporters, he had this to say:
"In my 50 years in football, you have probably never heard me say this or that about the 'gentlemen in black (señor de negro),' namely the referees. Never. Because that is a rule and an unwritten law (códigos) as a football person that I have kept my entire life."
He added, "The same goes for respecting the media. As you know, I have always shown this (honest and respectful) attitude in press conferences, and I will never engage in heated arguments or debates with you in public in the future."
Even in an era of changing times and rapidly evolving media environments, the "veteran" expressed his clear convictions.
"I see our players looking at their smartphones all day, holding onto social media to see what people are saying. As time passes, these kids will realize on their own that the media and public opinion are areas beyond their control. They will also learn that they should just ignore it in the first place. But that doesn't mean they should turn the media into an enemy. Respecting the professional roles of you journalists and media members, and respecting the decisions of the referees on the pitch—these are the absolute maxims (máxima) of my life that I have engraved in my heart from as far back as I can remember until now."
As the only one among the South Korean press corps to get a chance to ask a question, I was able to ask, "What kind of conversation did you have with your former player Lee Kang-in during the match, and can you compare South Korea and South Africa after facing them back-to-back?" His answer was featured in various media outlets, including ours, and looking back, I think it was a truly precious moment.
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At the scene of this tournament, I feel that the standing of traditional media, so-called legacy media, is rapidly changing. Domestic host broadcasters are facing significant financial risks, while new media, including YouTube and especially social media, are growing their presence with content tailored to their respective platforms.
I understand that during the tournament, our players intentionally avoid accessing portal sites where numerous articles are exposed in order to focus on the matches. However, on Instagram, countless secondary and tertiary processed news items are uploaded in literally 'multimedia' formats—such as text, images, video, and audio—and content is recommended and provided by predicting user interests.
In an era where social media has become the "new normal," my concerns about the role of legacy media deepen. It would be great if we could lead the change, but that might be greedy. We must strive to adapt to the changes with a humble and low profile.
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Best regards from Guadalajara, Lee Jung-chan
※ Please note: This article was translated by AI and may contain errors.
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