While countless fans flooded social media as the World Cup opening match kicked off, a tea and coffee shop owner next to the runway of Hangzhou Xiaoshan International Airport became the “loneliest” person of the tournament’s opener.Zhao Chong began preparing two weeks ago for the early morning occasion by setting up a projector, ordering thousands of yuan worth of beer and snacks and posting online promotions to “bring like-minded people together”.He posted daily reminders on his social media, mass-messaging 4,000 contacts and privately messaging dozens of friends on the evening before the match.And despite hoping to capitalise on the huge interest, Zhao ended up pulling an all-nighter all alone.Before the match, he paced outside his shop expectantly.“I already made up my mind, if even a single customer shows up tonight, I’ll give them free-flow beer and all-you-can-eat snacks,” he told local media.Two customers finally arrive at Zhao’s shop on Friday morning to watch the second match of the tournament. Photo: Zhao Chong’s WeChat