YIWU, China – On June 18, 2026, Yiwugo.com, the online platform for Yiwu Commodity Market, highlighted its role as the largest wholesale market in the world. Known for its vast supply of sporting goods, Yiwu is responsible for providing around 70% of merchandise related to the FIFA World Cup, a fact that has earned it the title of the event’s “hidden champion.”
Preparations in Yiwu began as early as 2025, when the city’s exports of sports equipment surpassed RMB 10 billion. Recent figures from Yiwu Customs reveal that in just the first quarter of 2026, these exports reached RMB 2.83 billion, marking a 12% increase from the previous year.
The FIFA World Cup, organized across the US, Canada, and Mexico, officially kicked off on June 12, 2026, sparking significant online interest. While the peak procurement phase on Yiwugo has passed, “cultural and sporting goods” remains a top-selling category on the platform. Many sellers report ongoing challenges with production delays and inventory shortages, prompting them to encourage customers to place their orders quickly.
In a changing market, the “event economy” is evolving beyond traditional sporting items. Now, creative merchandise, like plush toys, keychains, and other novelty items featuring football stars, has become a popular trend among consumers. Merchants are shifting away from competing solely on price and are focusing more on design and brand value.
For instance, Kanglewu House Decoration Firm started preparing for the World Cup in 2025 and secured licenses from multiple national teams. The company has invested hundreds of millions in merchandise, including a popular lamb pendant dressed in Argentina’s team colors. Sales of this unique item have soared, reaching over 60,000 units, and are expected to rise further as the tournament progresses.
Gahumi Textiles, a seasoned trader with nearly three decades of experience, specializes in custom World Cup merchandise. This company integrates design, manufacturing, and exports in one place and has received international certifications for its quality. Their supporter scarves, made with advanced dye-sublimation printing, showcase team colors beautifully. Since the beginning of 2026, Gahumi has been selling over 200,000 scarves each month, along with more than a million pieces of fan apparel during busy periods.
“The majority of our orders are from football-loving regions like the US, Brazil, and Mexico, with a significant number coming from Europe,” said Chen Gangqiang, a representative from Gahumi.
In South America, fans tend to favor bold and colorful products, while European consumers look for stylish designs. Recently, toy chickens dressed in football jerseys have gained popularity in Colombia.
Meanwhile, Yiwu Grey Rabbit Accessories, known for its World Cup-themed wristbands, is experiencing increased orders from the three host nations. These wristbands are made with various materials and designs to capture fan enthusiasm. The company’s sales have surged by over 30% compared to previous years. However, due to high demand, a Shanghai-based buyer was recently informed there are no available production slots at the moment.
The World Cup excitement is especially strong in countries like Morocco and Colombia, where consumers showcase a preference for lightweight, colorful wristbands. Coordinated gift sets that include wristbands and flags are also doing well, with individual orders reaching around RMB 1 million.
As the matches unfold, businesses on Yiwugo are racing to meet the demand for merchandise. There is a focused effort to restock items for popular teams advancing through the tournament stages. Grey Rabbit Accessories is also preparing for upcoming national celebrations in markets like Mexico and Saudi Arabia, ensuring they remain ready to meet customer needs.
