With the 2026 FIFA World Cup in full swing, Chengdu, capital of southwest China's Sichuan Province, taps into the frenzy to fuel its daytime economy, with venues turning North American kickoffs into local consumer booms.
Inside the world's largest standalone building, the New Century Global Center, the aquatic zone now doubles as a soccer hub. Mini-pitches host casual shooting contests for tourists, while massive screens broadcast match highlights.
This fusion of themed parties and interactive play binds the World Cup viewing experience directly to the city's vibrant daytime consumption, according to operators.
"During the Dragon Boat Festival and the World Cup in June, our visitor flow saw a significant boost, effectively connecting with the peak summer season for water activities. This also stimulated secondary consumption in on-site catering, retail, and other areas," said Zeng Lu, deputy general manager of the New Century Global Center.
"As we can play games and eat at the same time, we can come up and eat when we get tired. And while soaking in the water, the big screen can show things like World Cup content, making it much more diverse than before," said a consumer.
The World Cup craze has also boosted accommodation consumption. This year, some hotels in Chengdu, taking advantage of the time difference, launched themed rooms that links the early morning matches with an overnight stay, which offers room with new selling point, increasing room prices and occupancy rates.
According the 2026 World Cup tourism consumption report released by Ctrip, China's leading online travel agency, during the first week of the World Cup, the popularity of hotel audio-visual rooms across the country increased by more than 45 percent year on year, with Chengdu ranking among the top 10 cities in the country for viewing the games.
World Cup enriches consumption scenarios, scale in Sichuan
