On a recent late night in Nanjing, Jiangsu province, the sound of sizzling skewers and clinking glasses filled a Baoji barbecue restaurant. Highlights from the 2026 FIFA World Cup were played on a large screen. There was no designated fan zone or special match-night event. The soccer broadcast had simply become part of the restaurant's nightly rhythm.

Li Yuanyuan still remembers when soccer barely mattered to her business. She started with a single street-side BBQ stall. Today she runs more than 20 Baoji BBQ outlets and employs around 300 people. In 2025, her brand sponsored the Nanjing soccer team in the Jiangsu provincial city league, also known as Suchao.

"Prior to getting involved with Suchao, I didn't expect so many fans to come out just for soccer," Li said."Soccer brings a unique kind of energy that people want to share."

Zhou Li, who runs a local soccer fan group of more than 500 members, was among the diners. He said his summer has revolved around two competitions: the World Cup airing in the early morning hours, and Suchao on weekends.

"Before, people watched games at home on TV or computers," he said."Now it is part of eating out and hanging out."

A native of Suqian in Jiangsu, Zhou is now based in Nanjing. Every week, the 27-year-old gathers with his soccer friends at a BBQ venue. The gatherings are informal, but frequent enough that "eating skewers, drinking Coke and watching soccer" has become part of everyday life rather than a special occasion.

"This fusion of sports, local retail and catering is unlocking consumption demand," said Jason Yu, general manager of CTR Market Research."It is translating community vibrancy into domestic consumption growth."

The trend can be seen across China, as more soccer fans are moving from private viewing at home to shared viewing in restaurants, night markets and neighborhood stores.

"Tournament matches of the World Cup take place in the early morning," Yu said. "That shifts viewing into restaurants, delivery and group settings rather than traditional retail hours."

Match nights now reshape operations across several of Li's restaurants. Large screens are installed near dining areas, with colorful decorations when bigger games are on.

"Stores now prepare additional refrigerated inventory before major matches, with beverage demand often peaking around halftime and post-match gatherings," Li said.

Baoji BBQ has embraced both the World Cup and Suchao craze with support from Jiangsu Swire Coca-Cola, which has worked with its stores on soccer-themed consumer experiences during major tournaments such as the World Cup.

The beverage company has supplied the stores with soccer-themed promotional items — including soccer balls, vuvuzelas and themed gifts to help create gathering spaces for soccer fans.

"A stadium is built for watching soccer," she said. "Here, we adapted the space, so people can enjoy the matches while eating together."

Li spoke highly of Coca-Cola's willingness to work with small businesses. "Coca-Cola is widely recognized, and they still spend time working with small business owners like us," Li said.