The upcoming 2026 FIFA World Cup is reshaping how Chinese fans consume sports, moving from private living‑room viewings to bustling restaurants, night markets and neighborhood stores. This shift toward shared viewing is generating fresh demand in the food and beverage sector, especially during late‑night hours when matches are broadcast.
In cities across the country, establishments such as Baoji BBQ have responded by installing large‑screen televisions and rolling out soccer‑themed menus. Owner Li Yuanyuan, who started as a roadside stall operator, has leveraged this trend to expand her brand to more than 20 locations, turning a modest stall into a regional chain that attracts crowds eager to watch the tournament together.
Central to many of these initiatives is a partnership with Jiangsu Swire Coca‑Cola. The beverage giant supplies stores with soccer‑branded promotional items and helps create dedicated viewing zones, turning ordinary eateries into vibrant fan hubs. Gilles Leclerc, president of The Coca‑Cola Company Greater China and Mongolia, stresses that local partners are essential for reaching consumers in a market as diverse as China.
The collaboration does more than boost foot traffic; it fuels a broader economic ripple. Coca‑Cola’s extensive network supports over 310,000 jobs across its value chain in China, while the surge in group viewing has sparked notable upticks in sales of beer, spirits and soft drinks. Analysts note that the World Cup acts as a high‑impact consumption scenario, engineering new occasions for beverage enjoyment.
Strategic Takeaways for Global Brands
Li Yuanyuan advises international companies to work closely with local businesses and communities, embedding themselves in the cultural fabric of the market. By aligning with established partners and tailoring experiences to regional habits, brands can deepen their presence and capitalize on the World Cup’s unparalleled reach.