World Cup Kicks Off, Igniting Viewing and Consumption Boom in Hong Kong

The 2026 FIFA World Cup kicked off in Mexico City on June 11 local time. Despite a time difference of over ten hours, Hong Kong fans' enthusiasm for watching the games remains undiminished. Local businesses are seizing the opportunity, with screens in Lan Kwai Fong, refrigerators full of beer in bars, and World Cup vie

The 2026 FIFA World Cup, co-hosted by the United States, Canada, and Mexico, officially kicked off in Mexico City on June 11 local time, igniting a wave of viewing and consumption in Hong Kong. Despite a time difference of more than ten hours, Hong Kong fans have not been deterred. From late night to early morning, bars, restaurants, and shopping malls across the city have transformed into 'second venues,' offering immersive viewing experiences. Lan Kwai Fong in Central, a iconic nightlife district, has become a hub of activity. Many bars have set up large screens outside to broadcast key matches such as the opening game. Fans gather in groups, wearing jerseys of their favorite teams, cheering and toasting. Bar owners report that business has increased by about 30% during the World Cup, with beer and snacks selling particularly well. Major shopping malls are also capitalizing on the event. Times Square in Causeway Bay and Harbour City in Tsim Sha Tsui have installed giant screens in public areas and decorated with World Cup themes, attracting large crowds. The malls are running promotional campaigns, such as giving away team souvenirs with purchases or offering lucky draws for jerseys and footballs. The food and beverage sector is also benefiting. Many restaurants have introduced 'World Cup set meals' featuring beer, fried chicken, and pizza, and offer late-night dine-in or delivery services. Some izakayas and Western-style bars have extended their hours until dawn. Delivery platforms report a significant increase in nighttime orders, with beer and barbecue items seeing a rise of over 50%. Sports retailers are enjoying a sales boom. Major brands have launched World Cup-themed jerseys, scarves, and hats, with some popular teams' jerseys selling out quickly. A chain store manager noted that jersey sales increased by about 40% in the week before and after the opening, with Argentina, Brazil, and England being the most popular. The Hong Kong Jockey Club has also introduced World Cup betting options, attracting many fans. However, police remind the public to gamble responsibly. Meanwhile, the Hong Kong Tourism Board is using the World Cup to promote 'viewing tourism' experiences, hoping to attract more visitors. Overall, the World Cup is not only a sporting event but also a key driver of Hong Kong's consumer economy. From dining and retail to tourism and betting, multiple industries are reaping benefits. As the tournament progresses into the knockout stages, the viewing and consumption boom in Hong Kong is expected to intensify further.

World Cup Kicks Off, Igniting Viewing and Consumption Boom in Hong Kong

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