With the 2026 FIFA World Cup in full swing, cinemas across China are drawing fans with live games on the big screen.
A screening at a cinema in Beijing filled nearly 400 seats. Fans watched intently as the game got underway, with cheers erupting as goals were scored.
In Chengdu City, southwest China's Sichuan Province, the World Cup screening came with local flavor. Fans pounded drums, sang together and cheered as a Sichuan opera face-changing performer put on a show in front of the screen.
Other cities have used the event to drive consumption. Cinemas in Fuzhou City, east China's Fujian Province, have been offering World Cup viewing packages and specialty drinks, with tourism and consumer subsidies sweetening the deal.
Football fans in Lhasa City, southwest China's Xizang Autonomous Region, can also enjoy the World Cup matches on the big screen at their doorstep. Despite perceptions of the region as remote and underdeveloped, standard cinema equipment and a steady broadcast signal brought the games to life for viewers.
"It's my first time watching a World Cup game in a cinema, and it's absolutely stunning," said a football fan in Lhasa.
As of now, the China Film Group and Huaxia Film have organized over 28,000 World Cup screenings across 255 cities in 31 provincial-level regions nationwide.
World Cup screenings draw crowds to cinemas across China
"China Haul" -- a trend of foreign tourists opening their suitcases on social media to show off the Chinese goods they bought during trips to China -- has recently gone viral overseas.
Some joke that "China Haul" sounds like "China good" in Chinese, a fitting description for leisure trips to the country, since tourists often arrive with empty suitcases and leave with them fully stuffed, proving that made-in-China products are indeed good.
Opening a suitcase to show off purchases made in China is one of the most popular ways German tourists share their trips. Alexander Haase has traveled to Beijing four times over the past year, and buying Chinese tech products has been a must every time. His suitcase reads like a continuously updated list of Chinese tech products.
"In the past 12 months alone, I've been to China four times. What I bought are mostly high-tech products. For example, I bought a Huawei laptop, and AI glasses. In short, all the latest high-tech products," said Haase.
Haase's shopping list directly reflects the popularity of Chinese tech products among German tourists. Having visited China many times over more than two decades, he has witnessed not only the iteration of products but also the overall upgrading of the urban environment and digital infrastructure.
For him, buying tech products in China is no longer a side activity but an indispensable part of the trip. This change is also appearing among more German tourists.
German travel industry insiders have also observed that China's appeal to young people has moved beyond traditional sightseeing of historic sites; experiencing cutting-edge technologies such as artificial intelligence and robots up close is becoming a new reason to visit China.
"The development of China's high and new technologies is a very important element attracting young people from abroad. For example, robots spark their greater interest in learning more about China. Thanks to the visa-free policy, young German tour groups can travel to China at any time, just as they please," said Tang Huiying, general manager of a German youth travel agency.
According to German travel industry insiders, German tourists visiting China in 2026 are expected to reach between 500,000 to 600,000. For frequent travelers like Wolfgang Bednarek, who has visited China many times, China's charm is not one-dimensional but a comprehensive appeal formed by the combination of multiple experiences.
"I have traveled all over the world, but I have to say that in my heart, China is the most impressive country. China not only has a unique culture and diverse geographical features, but the people there are also a highlight -- an absolute highlight," said Bednarek.
German tourists embrace Chinese high-tech goods, fueling "China Haul" trend online
