Chinese factories in Yiwu are producing Messi-themed merchandise, including goat-shaped charm toys, for the 2026 World Cup in North America, capitalising on Chinese fans' spending on emotional value, even though China failed to qualify.
Merchandise for Lionel Messi of Argentina, who will participate in the FIFA World Cup 2026, at the All Star Partner factory in Yiwu in eastern China's Zhejiang province, on Jun 5, 2026.
Add CNA as a trusted source to help Google better understand and surface our content in search results. YIWU, China: Toy charms shaped like a goat and decked out in Lionel Messi's Argentina number 10 shirt pepper a factory tabletop in China, where sellers are betting on the country's lucrative fan market for a big World Cup boost.
The World Cup begins in North America on Thursday but China won't be there after failing to qualify once again, leaving their sole appearance back in 2002. Yet there's still plenty of interest in the country and the showpiece is a boon for Chinese merchants crunching out kits and accessories for fans spending on"emotional value" - a rare bright spot in a domestic economy plagued by sluggish consumption.
The palm-sized soft-toy goats - homage to Messi's title as the GOAT - are a bestseller for All Star Partner, a Chinese firm who have a contract with teams including Argentina to make branded products. A worker packs merchandise of Lionel Messi of Argentina's national football team, which will participate in the FIFA World Cup 2026, at the All Star Partner factory in Yiwu in eastern China's Zhejiang province, on Jun 5, 2026.
Workers pack merchandise of Lionel Messi of Argentina's national football team, which will participate in the FIFA World Cup 2026, at the All Star Partner factory in Yiwu in eastern China's Zhejiang province, on Jun 5, 2026. At the factory in Yiwu, China's wholesale hub in the east of the country, workers affixed chains to the blue and white Messi"goats", which are designed to be attached to bags.
Nearby were soft-toy footballers resembling Portugal's Cristiano Ronaldo, fluffy roosters in France polos and teddy bears in Spain kits. Merchandise of Lionel Messi of Argentina and Cristiano Ronaldo of Portugal - football teams that will participate in the FIFA World Cup 2026 - at the All Star Partner factory in Yiwu in eastern China's Zhejiang province, on Jun 5, 2026.
A"very ordinary" bear was the first iteration of the company's now-booming plush charms, sharing a market with Chinese toymaker Pop Mart's wildly popular Labubus.
"We sold tens of thousands as soon as it came out, so very quickly we felt that this category was very popular. ""Perhaps now because of the economic environment... people's choices are no longer practical ones," he said. "People now care a lot about emotional value. That is, 'I want to buy something that I really love.
That, when I look at it, makes me really happy.
'"On a weekday at a nearby All Star Partner storefront, shoppers trickled in to browse racks of jerseys and plush bag charms, along with display tables scattered with key chains, pet toys and inflatable neck pillows stored in a silicone horse. "Right now young people are under a lot of pressure and they need some emotional and economic exits," said Fang Tian, a football fan since the 2014 World Cup.
The 79 yuan Messi goats - which appear closer to lambs - were probably the most popular products in the store, added influencer Zhu Hui.
"I've found that Chinese people are actually highly enthusiastic about football stars, and lasts a long time," the 28-year-old said. During the Qatar 2022 World Cup, despite their team not playing, China accounted for half of all viewing on digital and social platforms, according to FIFA.
From North Korea in 1966 to Japan in 2022: Asia's greatest World Cup shocks and underdog stories England superfan Shang Jianxing, who bought a Portugal pet carrier for a friend, believes China's football culture is at the start of becoming a way of life. The 43-year-old has been to several World Cups and plans to travel to the United States for a semi-final match.
Shang, who is from the eastern province of Zhejiang, chased his obsession with England's David Beckham and Michael Owen to north London, where he studied business from 2003 to 2008. He still hopes to see China's return to football's biggest stage, having watched them beaten 4-0 by Brazil at the 2002 World Cup. Shang pointed to growing youth football programmes in China as signs of better days ahead for the nation's much-maligned men's team.
"It's a pity" China has missed out on every World Cup except 2002, he said, given football's popularity at home.
Please follow us on Google to support usMessi World Cup China Yiwu Merchandise
Singapore Latest News, Singapore Headlines
Similar News: You can also read news stories similar to this one that we have collected from other news sources.
Asian teams look to make their mark at the 2026 World CupAsian teams have delivered some of the World Cup's greatest shocks and most inspiring underdog runs. With the 2026 tournament approaching, they will be looking to make their mark on the competition. CNA looks back at four of the greatest World Cup campaigns by Asian sides - from North Korea's stunning run in 1966 to Japan's exploits in 2022.
Read more »
Singapore to step up enforcement against illegal gambling during FIFA World CupAuthorities in Singapore will intensify enforcement efforts against illegal gambling during the FIFA World Cup 2026, amid heightened interest in gambling activities during major international sporting events.
Read more »
Iran's World Cup players wear pins for victims of deadly strike on schoolIran's World Cup team arrived in Mexico wearing lapel pins highlighting the victims of a deadly missile strike on an elementary school at the start of the war in the Mideast. The players wore gold-coloured pins with the number 168 on their jackets when getting off their plane Sunday in Tijuana, Mexico.
Read more »
Chinese Referee Ma Ning Becomes Unlikely World Cup Star Amid National Team AbsenceWith China's national football team failing to qualify for the World Cup, Chinese fans have rallied behind referee Ma Ning, who is officiating at the tournament for the second time. Dubbed the "Card Master" for his strict officiating style, Ma has gone viral on social media and secured several brand partnerships.
Read more »