As an amateur football tournament heats up in northeast China, numerous off-site viewing venues have been set up across Dalian City in Liaoning Province, giving a strong boost to local nighttime consumption.
Last year, the Jiangsu Super League, an amateur competition featuring 13 city teams from east China's Jiangsu Province, became a nationwide sensation and ignited a grassroots football fever, prompting the establishment of similar events in other regions, such as the ongoing Northeast China City Football League.
Popularly dubbed the "Northeast Super League," the tournament has drawn fans from across the region, driving a sharp rise in tourism revenues.
Thanks to the football fever, the off-site viewing venues and bazaars in Dalian's business districts, shopping streets and landmark surroundings are enjoying a boom in summer night economy.
"I'm from Panjin City in Liaoning [province]. I didn't manage to get a ticket for the Northeast Super League, but the atmosphere at the off-site viewing venue is just as electric. I'm going to explore the market later to see what Liaoning-themed creative cultural goods are on offer and to taste some local cuisine," said a tourist.
"I'm from Inner Mongolia. I don't know much about football, but the merchandise such as flush toys and souvenirs really caught my eye. And sports gear is on sale, boosting economy in the vicinity. I think that's excellent," said another tourist. On game days, the influx of football fans would translate into substantial revenue growth for catering businesses and retailers in areas surrounding off-site viewing venues, bringing tangible benefits to local economy.
"Thanks to the games, we've seen significant growth across the board. For example, the catering sector has posted a sales increase of 180 percent during the tournament, and our foot traffic has more than doubled," said Liu Dan, director of planning of Dalian Shanshan Outlet, a shopping plaza.
Football fever fuels nighttime consumption boom in northeast China
