Thousands of kilometers from the 2026 World Cup venues, the passion for football is intensely felt in China, where products inspired by the tournament’s biggest stars have become a commercial phenomenon. Among them, the stuffed animals of Lionel Messi represented as a goat stand out, a nod to the English term GOAT (“Greatest Of All Time”), used to describe the best athletes in history.
In the city of Yiwu, one of the country’s main manufacturing centers, factories and merchants are working at full speed to meet the demand of fans looking for World Cup-related souvenirs. The small figures of Messi with the number 10 shirt have become one of the most popular items of the season.
The All Star Partner company, which has the license to market these products, assures that sales have multiplied by five compared to the 2022 World Cup in Qatar, when Argentina won its third world title. In addition to Messi, the catalog includes products inspired by Cristiano Ronaldo, France and Spain, among other selections.
The rise of these items reflects the strong interest of Chinese consumers in international football, despite the fact that their national team has not participated in a World Cup since Korea-Japan 2002. For many companies, the tournament represents an opportunity to boost sales in an economic context marked by cautious consumption.
Traders consider that the appeal of these products goes beyond their practical usefulness. The emotional component and the link with football stars are decisive factors for buyers, especially among young fans.
Visitors and customers agree that football has become a form of entertainment and an escape from everyday pressures. Many follow the games at dawn and maintain a strong connection with teams such as Argentina, Portugal and England.
Football passion is also reflected in the audience figures. During the 2022 World Cup in Qatar, China concentrated about half of the global views on digital platforms and social networks related to the tournament, according to FIFA data.
Although the Chinese team remains far from the world’s elite, many fans maintain the hope of seeing them again in a World Cup. Meanwhile, enthusiasm for international football continues to grow and fuel a lucrative market for themed products in the Asian giant.
