Cities across east China's Jiangsu Province are harnessing the excitement of grassroots football games that have fueled local economies and enriched community life over the summer.
The province's 2025 Jiangsu Football City League, dubbed the "Su Super League," started in May and is kicking into high gear in Lianyungang City in northern Jiangsu.
The electric atmosphere of live matches is blending seamlessly with bustling night markets, cultural showcases, and family-friendly activities across the city.
In the Yunshan Subdistrict of Lianyungang's Lianyun District, residents gathered for an unforgettable evening of football fever and culinary delights.
A giant high-definition screen set up in a public square broadcast the live match between the teams of Lianyungang and Taizhou, another city in Jiangsu, drawing passionate fans who cheered, clapped, and celebrated every thrilling moment.
"After walking downstairs, we could immediately watch football matches, enjoy barbecue, and play games with our kids. We can have a party right at our doorstep, and we really had a great time," said Xu Yenan, a local resident.
Surrounding the viewing area, a lively night market buzzed with energy. The sizzle of grilling skewers filled the air as barbecue vendors worked nonstop.
Fans paused to browse "Su Super League"-themed merchandise, while stalls featuring handmade crafts and local artwork drew steady crowds. What started as a passion for football is now visibly fueling local commerce.
"The business is going so well tonight. I've already sold over 200 servings of beer. Just look, there's still a long line waiting for their barbecue orders," said Zhang Xiaobao, a barbecue vendor.
The city has also brought its cultural heritage directly into shopping malls. Artisans demonstrated traditional crafts such as shell carving, fabric art, and paper cutting, offering visitors a unique blend of sporting excitement and intangible cultural heritage.
Interactive experiences, such as dough modeling, sand painting, and reading corners, have proven especially popular with families.
By integrating football events with intangible cultural heritage and placing them in commercial spaces, Lianyungang is seeing tangible benefits for its tourism, retail, and cultural sectors.
"Hosting events like live match streaming and cultural activities in our mall has a very noticeable effect in attracting visitors. During weekends, foot traffic increases by more than 20 percent compared to regular days," said Zhang Weiwei, a shopping mall manager in Lianyungang.
The "Su Super League," featuring 13 city teams from across Jiangsu, has become the most electrifying sporting phenomenon in China this summer.
With no big-name players and coaches, the amateur soccer league has captured the nation's imagination largely through the fierce passion from local participants and fans.
Amateur football league ignites night economy in China's Lianyungang
