As World Cup boosts merch demand, China’s small-goods capital Yiwu stays wary

South China Morning PostCenter-RightEN 1 min read 100% complete by Luna SunJanuary 28, 2026 at 01:00 PM

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Yiwu, China, a major hub for small commodities, is experiencing a surge in orders for World Cup merchandise ahead of the 2026 tournament in the United States, Canada, and Mexico. Exporters in Yiwu, like fan merchandise maker Miji, are reporting a 20% increase in orders for items such as flags, scarves, and wristbands, primarily from markets including Mexico, Ecuador, Italy, the United States and Argentina. The 2026 World Cup, the first to be jointly hosted by three countries and expanded to 48 teams, is driving this demand. Despite the boost, some exporters remain cautious about the overall economic outlook, citing a weak first half of 2025 and a lack of consistent customers. The tournament is scheduled to run from June 11 to July 19.

Key Entities & Roles

Key Player Opposition Context

Qatar 40% Italy 50% Ecuador 50% Argentina 50% Miji 60% Mexico ×370% United States ×270% Canada ×270% China 80% Yiwu ×285% Fifa World Cup ×490%

Keywords

world cup 100% merchandise demand 80% china 70% yiwu 70% small commodities 60% economic outlook 50% fan merchandise 50% exports 50% overseas orders 40%