WorldChinaJapanIndiaSouth KoreaIndonesiaTaiwanThailandU.S.East AsiaChinaHong KongMacaoTaiwanMongoliaJapanSouth KoreaNorth KoreaSoutheast AsiaIndonesiaThailandMalaysiaSingaporePhilippinesVietnamMyanmarCambodiaLaosBruneiEast TimorSouth AsiaIndiaPakistanAfghanistanBangladeshSri LankaNepalBhutanMaldivesCentral AsiaKazakhstanUzbekistanTurkmenistanTajikistanKyrgyzstanOceaniaAustraliaNew ZealandPapua New GuineaPacific IslandsRest of the WorldMiddle EastRussia & CaucasusNorth AmericaLatin AmericaEuropeAfricaTrendingIran tensionsInflationTrump administrationArtificial intelligenceElectric vehiclesSupply ChainTaiwan tensionsBank of JapanImmigrationESGExplainerBusinessBusinessSemiconductorsAutomobilesEnergyTransportationRetailTravel & LeisureMedia & EntertainmentFood & BeverageFinanceElectronicsStartupsBusiness dealsMarketsMarketsEquitiesCurrenciesBondsCommoditiesPropertyIPOWealth ManagementTechTech#techAsiaChina techStartupsCryptocurrenciesDealStreetAsiaPoliticsPoliticsChinaJapanIndiaSouth KoreaIndonesiaTaiwanThailandU.S.East AsiaChinaHong KongMacaoTaiwanMongoliaJapanSouth KoreaNorth KoreaSoutheast AsiaIndonesiaThailandMalaysiaSingaporePhilippinesVietnamMyanmarCambodiaLaosBruneiEast TimorSouth AsiaIndiaPakistanAfghanistanBangladeshSri LankaNepalBhutanMaldivesCentral AsiaKazakhstanUzbekistanTurkmenistanTajikistanKyrgyzstanOceaniaAustraliaNew ZealandPapua New GuineaPacific IslandsRest of the WorldMiddle EastRussia & CaucasusNorth AmericaLatin AmericaEuropeAfricaEconomyEconomyChinaJapanIndiaSouth KoreaIndonesiaTaiwanThailandU.S.East AsiaChinaHong KongMacaoTaiwanMongoliaJapanSouth KoreaNorth KoreaSoutheast AsiaIndonesiaThailandMalaysiaSingaporePhilippinesVietnamMyanmarCambodiaLaosBruneiEast TimorSouth AsiaIndiaPakistanAfghanistanBangladeshSri LankaNepalBhutanMaldivesCentral AsiaKazakhstanUzbekistanTurkmenistanTajikistanKyrgyzstanOceaniaAustraliaNew ZealandPapua New GuineaPacific IslandsRest of the WorldMiddle EastRussia & CaucasusNorth AmericaLatin AmericaEuropeAfricaFeaturesTrading AsiaASEAN MoneyTech AsiaBusiness AsiaChina Up ClosePolicy AsiaBig in AsiaDatawatchInfographicsOpinionOpinionEditor-in-Chief's PicksThe Nikkei ViewLife & ArtsLife & ArtsLifeArtsMy Personal HistoryTea LeavesEat & DrinkDestinationsBooksObituariesWatch & ListenPodcastsVideoPhotosSportsFans brave late nights, Haaland goes viral and companies score as suppliersFans cheer during a match between Argentina and Algeria at a watch party in Shanghai on June 17. © ReutersLORRETTA CHENJuly 16, 2026 12:49 JSTHONG KONG -- China's more than two-decade absence from the World Cup has not stopped Chinese fans from tuning into the football tournament in droves and brands from seizing a prime opportunity.Read NextLatest on SportsSponsored ContentAbout Sponsored ContentThis content was commissioned by Nikkei's Global Business Bureau.