The 2026 FIFA World Cup has become more than a global sporting spectacle in China, driving a nationwide surge in consumer spending. Football fever is reshaping local businesses, turning neighborhood restaurants into lively gathering spots and creating new opportunities across the retail and service sectors. From booming merchandise sales to creative promotions, the tournament is transforming how fans experience the game while giving fresh momentum to China’s growing sports economy. CGTN’s Zhang Siran explores how the World Cup is fueling this wave of consumption.
