South Korea had never progressed beyond the World Cup group stage before 2002. Under Hiddink, the hosts defeated Italy and Spain on the way to the semi-finals, creating one of the tournament’s defining underdog stories.
The account says supporters began calling him “chefe dos chefes” - effectively, chief of chiefs - while some openly discussed the possibility of him becoming president if he took South Korean citizenship. Hiddink reportedly dismissed that idea as “nonsense”.
Yet the attention still unsettled him. “Às vezes, eu achava um pouco estranho como as pessoas na Coreia do Sul olhavam para mim e como ficavam felizes comigo,” he said, describing the intensity of the public reaction.
Hiddink reportedly received honorary citizenship in Seoul and was offered several tributes, including a villa on Jeju. He explained that refusing such gestures would have been impolite, but he could not accept everything. A permanent escape from Europe, even for occasional weekends, did not fit his plans.
His connection with South Korea nevertheless continued. The account says he returned regularly and helped establish the Guus Hiddink Foundation, which supported football facilities for children with visual impairments. Padded walls and balls fitted with bells made the pitches more accessible.
Hiddink also reportedly explored taking foundation projects into North Korea. Materials were said to have arrived, but political obstacles prevented the initiative from moving forward.
The relationship between football and diplomacy later produced a symbolic meeting: a South Korea-North Korea friendly in Seoul, preceded by a heavily secured dinner and ending in what the account describes as a diplomatic 0-0 draw.
The next time Hiddink returns to South Korea, the welcome may be less overwhelming than in 2002 - but his legacy will remain one of football’s clearest examples of a coach becoming part of a nation’s cultural story.