BEIJING, July 14 — At 4 a.m., Yang Fan opens his breakfast shop in central China’s Wuhan city. The first thing he does is to pull out an 85-inch television to broadcast World Cup matches.
Rain cannot keep customers away. Some stand under umbrellas, while others crowd shoulder-to-shoulder around the screen. The narrow street outside the small noodle shop turns into an impromptu World Cup viewing spot. “I’m a football fan and once played in grassroots tournaments,” said 39-year-old Yang. “Many of this year’s World Cup matches fall in the morning due to time differences. That inspired me to combine football viewing with Wuhan’s breakfast culture.” His idea has paid off. Since the tournament kicked off, Yang’s shop has sold an extra 100 to 200 bowls of Wuhan’s signature hot dry noodles every day.For years, major international football tournaments have followed a familiar rhythm in China: late-night matches paired with beer, barbecue and snacks. This summer, the schedule has rewritten this long-standing ritual. Hosted jointly by the United States, Canada and Mexico, the 2026 World Cup features most of its matches during the early hours, dawn and morning hours in China. The shift has turned local breakfast shops into popular viewing venues. Cinemas, cafes and many other businesses are also capitalizing on football fever to boost consumer spending.
(Xinhua)
