As the 2026 FIFA World Cup enters its final stage, the race for the trophy remains undecided. But one winner has already emerged—not on the pitch, but in China's eastern city of Yiwu.
Often referred to as the "world's supermarket," Yiwu has once again found itself in the global spotlight during the tournament. While an online rumor suggested the city's export orders could predict the World Cup champion, local merchants say that's nothing more than a joke. What Yiwu really excels at is something far more practical: turning global demand into products at remarkable speed.
Walking through the sprawling Yiwu International Trade Market can feel like navigating a maze. Buyers from every corner of the world weave through endless aisles lined with everything from toys and souvenirs to sporting goods and home decor, all searching for products tailored to their own markets.
For many manufacturers, preparations for the World Cup begin at least a year before the tournament kicks off.
One sporting goods supplier, Chen Shaomei, said he designed a commemorative football featuring the flags of the US, Canada and Mexico—the three host nations of the 2026 World Cup.
"We've been through many World Cups. At least a year before each tournament, we start thinking about product designs and following what's happening. That commemorative football alone received more than 100,000 orders, mainly from Africa."
The World Cup has also become a showcase for how Yiwu's manufacturing industry is evolving.
Years ago, businesses simply produced whatever overseas clients requested.
"When I first entered this industry, customers told us what patterns they wanted, and we made them," Chen said.
Today, many companies have shifted toward independent design, branding and manufacturing. "Now we develop our own designs, build our own brands and manufacture our own products. I've even won a national gold award. For small businesses like ours, that's the only way forward."
That transformation is perhaps best illustrated by one of this year's most popular World Cup souvenirs—a stress-relief football.
Its creator said nearly 500,000 units have been produced, with around 60% shipped to North America, 20% sold domestically, and the remaining 20% divided between South America and Europe.
The product was inspired by popular push-button fidget toys but redesigned into a football shape.
"We didn't want to make another copy of what's already on the market. Press it down and it becomes a perfect football. Let go, and it pops back into shape, giving people a satisfying stress-relief experience," Chen Guo, the designer and the producer said.
He noted that Yiwu's strength lies in adapting quickly to changing consumer demand.
"When customers wanted standard products, that's what we made. Now people want personalized products, so we create products that meet those individual needs."
From concept and development to shipment, the entire production cycle takes about six weeks. With air freight, overseas customers can receive the products in roughly one week.
Speed, however, is only part of Yiwu's competitive edge.
According to Chen, overseas buyers often bring bold and creative ideas, but many lack the manufacturing ecosystem needed to turn those ideas into reality.
"Yiwu brings together high-quality suppliers from around the world, allowing buyers to source affordable, reliable products quickly and efficiently." That manufacturing ecosystem is one of the biggest reasons buyers continue returning to Yiwu.
Kenyan buyer Amar Alhamdy said the city's appeal goes beyond competitive prices.
"You can find cheaper prices, good quality and products that suit your country's market. But what really stands out is trust. Suppliers here genuinely want to build long-term relationships with their customers."
A buyer from Yemen, Wang Zi, said Yiwu has become a familiar destination for many Middle Eastern traders.
"It's a very lively place, with lots of foreigners doing business. My father and brother-in-law come here every time they visit China for business. There are also so many Arabs here—lots of people from my hometown."
Another overseas buyer Zayed was astonished by the sheer scale of the marketplace.
"It's hard to believe that one marketplace is home to more than 100,000 business operators. It's absolutely massive. People come here because of the prices and the quality. From artificial flowers to almost anything you can imagine, they've got it here."
He believes Yiwu's global influence will only continue to grow.
According to incomplete statistics, the Yiwu International Trade Market is home to 75,000 booths, offering more than 2.1 million products across 26 categories and trading with over 230 countries and regions. Every day, it welcomes more than 220,000 visitors, including over 3,900 overseas buyers.
Every day, buyers from around the world walk through the aisles of this vast marketplace in search of more than products. They come looking for new partners, fresh ideas and business opportunities—proof that Yiwu has become not just a marketplace, but a gateway connecting China's manufacturing sector with the global economy.
(Reporter & Video Editor: Zoey SUN; Cameraperson: Zoey SUN, Jerry)
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