The 2026 FIFA World Cup, held across the US, Canada and Mexico from 11 June to 19 July, has captured the world’s attention. But behind the scenes, another champion has already defended its title at this and many previous World Cups: the trading hub of Yiwu in east China’s Zhejiang Province. 

From the colourful wigs seen in stadiums at the 2002 World Cup in Japan and the Republic of Korea, to the vuvuzelas of the 2010 South Africa World Cup and the handheld flags of the 2022 Qatar World Cup, Yiwu products have driven the enthusiasm of millions of football fans and have come to account for around 70 percent of the World Cup merchandise market. 

The figures from this year’s tournament tell the same story. According to Yiwu Customs, the city’s exports of sports products and equipment hit 11.65 billion yuan ($1.72 billion) in 2025, a year-on-year increase of 20.3 percent. In the first two months of 2026, Yiwu’s exports of World Cup-related products to the US, Canada and Mexico rose 21.3 percent year on year, reaching 550 million yuan ($81.23 million). 

These figures are no coincidence. As a local saying goes, no matter where the World Cup is held, the real winner is always Yiwu. The city has become the world’s largest wholesale market for small commodities, supplying around 2.1 million types of goods to over 230 countries and regions. Yiwu has charted its own distinctive path of development and is writing a new chapter in China’s economic story. 

One reason for Yiwu’s success is its flexibility in production. A complete industrial chain, strong production capacity and a sharp instinct for market opportunity allow the city to spot emerging demand anywhere in the world and turn concepts into products quickly. A company can sketch a design in the morning and produce samples by the afternoon, without leaving its own neighbourhood. This speed is a form of competitiveness that is difficult to replicate anywhere else. 

Yiwu is a small inland city with no direct access to the sea, yet it delivers its products across the globe. It has built a logistics network spanning rail, air and maritime freight. The 13,000-km Yiwu–Xinjiang–Europe freight train route now reaches more than 160 cities in over 50 countries and regions, while the nearby Zhoushan Port provides a lower-cost route to global markets. 

Yiwu’s development is an evolving success story, rather than a static model. It reflects China’s broader commercial upgrading and manufacturing shift. The FIFA World Cup is held every four years, with a new champion crowned each time. But in the competition of global supply chains, Yiwu has consistently emerged as an invisible winner, driven by its creativity and persistent pursuit of product quality.