The 2026 World Cup is Here. So, What’s Going On with Chinese Football?

The 2026 World Cup will be co-hosted by the United States, Canada, and Mexico, marking the first time in history that the tournament is held across three nations. I am absolutely thrilled and can’t wait! I’m keeping my fingers crossed that my favorite players deliver spectacular performances.

At this exciting moment, I also want to share how the World Cup impacts China and dive into some topics surrounding Chinese football.

How Chinese Fans Watch the World Cup

In China, fans can typically catch the World Cup matches on CCTV Sports, China Mobile’s Migu Video Sports, or iQIYI Sports. All you need is a smartphone to stream the games for free, complete with professional Chinese commentary. However, free users on all three platforms are limited to 720p resolution. If you want a high-definition viewing experience, you’ll need to pay a premium. But honestly, it’s not a big deal—most people can easily afford the upgrade.

Compared to many other countries, the frenzy surrounding the World Cup in China is actually relatively mild, especially in second- and third-tier cities and beyond. In these less developed areas, many people aren’t even familiar with what the World Cup is. In fact, the tournament’s popularity doesn’t even come close to that of Mahjong!

Among Chinese World Cup viewers, some tune in simply because they are fans of specific superstars like Messi, Cristiano Ronaldo, Mbappé, or Neymar. Others watch the matches alongside sports betting. (A quick disclaimer here: we don’t judge. Everyone has their own passions and ways of enjoying life.)

Additionally, Chinese fans generally don’t have an intense obsession with winning or losing. We tend to adopt a pure “bystander” mentality. Do you know why?

It comes down to a popular self-deprecating joke among Chinese people: “China sent everything to the World Cup, except the national football team!”

The Heartbreak of Chinese Football

When Asian rivals like Japan and South Korea showcase seamless teamwork and fierce competitiveness on the pitch, Chinese fans watching the games often feel a sharp sting of heartbreak.

This brings us to the national men’s team. The Chinese men’s national team has only qualified for the World Cup finals once in history, and has missed out on the tournament for six consecutive editions since 2006. Many Chinese fans are deeply disappointed, feeling that the team has failed to live up to expectations. Despite enjoying top-tier treatment and resources, they consistently fall short. As a result, you will never see grand welcoming parades or massive celebrations for the national team in China.

A New Vibe in Chinese Football

Fortunately, in recent years, a new wave of football fever has swept across the country. Several provinces have seen grassroots football tournaments organized spontaneously by locals, such as the Jiangsu Super League, Jiangxi Super League, and the Guiping County Super League. While the scale and professionalism of these domestic leagues may not match international standards, their local popularity is massive.

More importantly, the fans’ mindset has shifted. They are no longer just “bystanders.” Instead, they passionately cheer for their hometown teams, creating a deep sense of belonging and cultural pride. The unique opening ceremonies and team entrance rituals of these local leagues have gone viral on the Chinese internet.

What impressed me the most was the opening ceremony of the Guiping County Super League in Guangxi. Farmers with sun-tanned skin, dressed in coarse traditional clothing, wearing straw hats, and carrying farming tools on shoulder poles, walked onto the pitch. It was incredibly heartwarming and relatable. In that moment, football was no longer an elite, untouchable sport; it had stepped right into the lives of everyday people. To use a popular Chinese internet slang term, it was truly “grounded” (接地氣)—authentic, down-to-earth, and deeply connected to the grassroots.