Despite China’s absence from the World Cup, the nation’s passionate soccer community has found unique ways to participate in the global tournament. With the men’s national team failing to qualify since 2002, fans are now rallying behind an unexpected hero: referee Ma Ning, affectionately known as the ‘Card Master,’ who will represent Chinese presence on the pitch.
The enthusiasm was on full display Wednesday morning in Beijing as hundreds of fans gathered at the Argentine Embassy to watch Lionel Messi lead his team to a dominant 3-0 victory over Algeria. Supporters donned blue-and-white jerseys, lounged on soccer-ball-shaped beanbags, and enjoyed Argentine beef barbecue while celebrating their adopted team. For 34-year-old fan Miko Zhang, China’s World Cup drought has become almost routine. ‘I’m used to it! Maybe in 10 years. For now, we have Messi,’ she told reporters.
The sport’s popularity in China remains undeniable, with over 44 million viewers tuning in to watch South Korea’s opening match against Czechia, according to state broadcaster data. Chinese companies are capitalizing on this fervor, with firms like All Star Partner producing branded merchandise including a bestselling Messi plushie shaped like a goat wearing the number 10 jersey, a playful tribute to his status as the ‘greatest of all time.’ The company’s CEO revealed that even Messi himself was charmed by the product during Argentina’s 2023 friendly match in Beijing.
Beyond merchandise, the World Cup has sparked a boom in late-night food delivery orders, with crawfish and beer becoming the go-to combination for fans watching matches that kick off in the early morning hours in China. For supporters like Shanghai-based manager Chen Bo, 49, the magic of soccer transcends national boundaries. ‘The game itself is just so captivating that even when you aren’t cheering for your own country, it still draws a massive audience,’ he explained, perfectly capturing the universal appeal of the beautiful game.
