The 2026 World Cup is officially underway. China’s national team didn’t make it — and that surprises no one. But China’s presence at this World Cup? It’s everywhere.

Four of the 16 global sponsors are Chinese companies. And they’re not just buying ad space around the pitch anymore.
Lenovo is the first-ever Chinese official technology partner of the World Cup, providing AI-based offside detection systems at every venue. Hisense is sponsoring the tournament for the third time in a row, and its display equipment is running the VAR systems throughout.
Then there’s Yiwu — the manufacturing city in Zhejiang. Over 70 percent of all World Cup merchandise was made there. Scarves, jerseys, trophy replicas — shipped worldwide before the opening whistle.

Pop Mart’s Labubu even made an appearance. A special World Cup collaboration edition has become a must-have for fans at home and abroad. Apparently, some people are putting one on their coffee tables for good luck during matches.

And yes — there’s a Chinese referee on the officiating list too. Chinese netizens have been joking that he’s “the only referee at this tournament with no conflict of interest.”
Because he has no home team to protect.
Honestly? That’s full participation. Just in a different way.