With just nine months left before the opening of the 2026 FIFA World Cup in the United States, Canada, and Mexico, Yiwu, known as the 'World’s Supermarket,' has already entered the fast lane of the World Cup economy. According to Yiwu Customs statistics, in the first seven months of this year, Yiwu’s exports of sporting goods and equipment reached 6.78 billion yuan, a year-on-year increase of 16.8%. Exports to the three host countries—the U.S., Canada, and Mexico—amounted to 1.88 billion yuan, up 10% year-on-year.

Yiwu Merchants Ramp Up Product Innovation to Seize the Opportunity

In the sporting goods section of Yiwu International Trade City, Hosam, a businessman from Jordan, said that the 2026 FIFA World Cup will be the first time in his country’s history to participate in the event, which has ignited local consumer demand for football-related products. Sensing this opportunity, Hosam came to Yiwu early to make purchases.

Many business owners said that although there are still nine months until the opening of the 2026 World Cup, they began receiving related orders as early as May and June this year. This has turned what used to be a sales off-season in summer into a busy period driven by the World Cup economy.

With the growth of World Cup orders, Yiwu merchants are keenly attuned to the demands of different countries and regions. They are focusing heavily on product design innovation and intellectual property protection, aiming to capture the market ahead of time.

Some merchants have specially designed a 'World Cup' fan apparel catalog. In addition to fan uniforms of traditional strong teams, they created unique styles for the host countries—the U.S., Canada, and Mexico—and added children’s and women’s collections. Since the beginning of this year, one business owner has been planning fan apparel designs and applying for appearance patents. So far, they have successfully secured patents for more than 40 styles overseas.

One vendor, who mainly sells cheering horns, launched several new models this year, including a three-section horn that can hang national flags. It has become very popular, with large quantities already exported to Brazil.

In a shop selling wristbands in Yiwu International Trade City, a foreign buyer named Ram came specifically to purchase products. He said the variety of products and innovative designs bring him to Yiwu two to three times a year. For next year’s World Cup, he also plans to come early to select and place orders.

Preparing for the Peak of Orders: Yiwu Enterprises Accelerate Production Expansion

With orders pouring in, Yiwu factories are expanding production lines and optimizing processes to get ready for the upcoming peak season.

In the production workshop of a sporting goods company in Yiwu, Zhejiang, workers are clearly divided in their tasks—some focus on printing football surfaces, while others apply glue and stitch seams. According to the company’s manager, fueled by the U.S.-Canada-Mexico World Cup, the company’s football sales have been steadily climbing, with a current average monthly output of over 100,000 units.

At another factory producing football supporter scarves, staff said that in preparation for World Cup demand, the factory added 20 new knitting machines last year. They also communicated in advance with raw material suppliers to ensure an adequate supply of fabrics, threads, and other materials.

Some merchants noted that, based on past World Cup sales experience, customers tend to place additional orders as the tournament approaches. They expect another surge in orders between late September and early October this year.

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