Chinese manufacturers cash in on World Cup

A foreign buyer selects World Cup-themed products at Yiwu International Expo Center in Yiwu, east China's Zhejiang Province. (Photo/Jin Sicheng)

As the 2026 FIFA World Cup kicked off on June 12, China-made products had already reached the global stage long before the opening whistle. From official match balls and replica World Cup trophies to event-supporting technologies and fast-selling merchandise, China's manufacturing ecosystem is demonstrating its efficiency, innovation and industrial strength on the world's biggest sporting stage.

"If you're in foreign trade, you have to cash in on the World Cup. Even socks need a World Cup-themed design," said Fan Linjuan, general manager of Yiwu Juanli Daily Necessities Co., Ltd.

Based in Yiwu, east China's Zhejiang Province — a global hub for World Cup merchandise — Fan has witnessed the surge in demand firsthand. According to the Yiwu Sports and Fitness Products Industry Association, Yiwu supplied nearly 70 percent of the global market for World Cup merchandise during the 2022 FIFA World Cup in Qatar.

Workers make footballs for global markets at the factory of a company in Nantong, east China's Jiangsu Province. (Photo/Xu Congjun)

To seize the opportunity, Fan's company began preparations much earlier than usual. The company, which specializes in party supplies such as tableware, decorations, balloons and bunting, started developing World Cup-themed products in November last year. Customer inquiries soon turned into orders, followed by customization and production.

At the peak of demand, the company expanded its production lines and ultimately enlisted more than a dozen nearby factories to help fulfill orders. Sales of products tied to the 2026 FIFA World Cup have already surpassed 1 million yuan ($148,000).

To appeal to overseas consumers, the team created seven World Cup-themed product lines covering tableware, decorations, toys and other merchandise.

"We study the host countries and tournament mascots, incorporate colors from national flags, and use AI-assisted tools to generate design concepts," Fan said.

To keep pace with growing demand, the company expanded its design team from just one or two people to more than a dozen, increased warehouse space from 3,000 square meters to 10,000 square meters, and grew its sales team to between 20 and 30 employees.

A worker makes World Cup-themed flags at a textile factory in Qingdao, east China's Shandong Province. (Xinhua/Li Ziheng)

"The World Cup is one of the biggest opportunities in our industry. There's no way we can sit it out," said Lyu Changchun, general manager of Zhejiang Yongkang Caifang Crafts & Gifts Co., Ltd.

Shortly after Christmas last year, the company began receiving orders for World Cup-related products, including bunting, car flags, hanging banners and fan scarves. Demand remained strong through early June.

"After the Spring Festival and before May, the factory was operating at full capacity. Foreign trade orders were pouring in and production schedules were packed," Lyu said.

This year, the company also saw a surge in smaller orders. In response, it introduced flexible production options, allowing customers to order products such as bunting and custom-shaped banners with no minimum order quantity.

World Cup-related products are expected to contribute about one-quarter of the company's annual sales this year, Lyu said.

Anhui Weiwang Pet Products Co., Ltd. has seen sales of its World Cup-themed pet jerseys soar over the past three months.

"We've been making this product for years," said Yuan Changlong, president of the company.

Seven or eight years ago, the company spotted an emerging niche at the intersection of sports fandom and pet ownership. Summer pet apparel options were limited at the time, so the team began incorporating football and basketball themes into pet vests — filling a market gap while riding the wave of major sporting events.

Today, the lineup includes jerseys inspired by seven popular national teams, including Argentina and Brazil.

"With the World Cup underway, I bought my dog a jersey to join the excitement," one customer commented on 1688.com. Yuan estimates that World Cup enthusiasm has boosted the company's off-season pet apparel sales by more than 20 percent.

To prepare for the surge in demand, the factory ramped up production well in advance. "We stocked more than 50 percent extra fabric and built up inventory ahead of time to ensure smooth deliveries," Yuan said. The company operates its own factory with a daily production capacity of 50,000 garments.