Xiamen is experiencing a noticeable uptick in sports-related consumption across the city thanks to the 2026 FIFA World Cup.

Luckin Coffee, the official sponsor of the Portuguese and Spanish national teams in China, rolled out a range of co-branded merchandise and exclusive coffee drinks on June 15, which have proven popular among consumers.

World Cup consumer activities are also heating up the city's shopping areas, including a pop‑up store at SM City Phase I that is offering officially licensed merchandise from top clubs like Argentina, France, and Spain, drawing large crowds. Fans are stopping by to browse jerseys, buy accessories, and take photos at the pop‑up, which will run until June 30 at its current location, before moving to SM City Haicang until July 31.

Several Xiamen hotels are offering World Cup watch parties for both budget and premium travelers, and many local bars and craft beer pubs are running drink deals and viewing packages, adding to the city's lively game‑day dining scene.

Xiamen's World Cup consumer boom shows how major sporting events are blending with city shops, restaurants, and hotels to create a buzz that has boosted spending around the clock. With local names using the tournament to connect with younger crowds and convert interest into purchases, such event-driven spending could become a lasting force for the city's retail growth.

Luckin Coffee rolls out a range of co-branded merchandise and exclusive coffee drinks of the Spanish national team. [Photo/Luckin Coffee]