"China's commercial influence is everywhere; here... there... simplicity is present everywhere."
The Interpreter, an online platform under the Australian think tank, the Loew Institute, published an article on July 2nd stating that China's men's football team will not be participating in the 2026 World Cup. However, Chinese elements are omnipresent throughout the tournament. From stadiums in the USA, Canada and Mexico to fan interaction areas and technological systems, Chinese enterprises are actively involved through commercial sponsorship, technological application and consumer brand influence, becoming crucial participants in this World Cup.
The article states that during this World Cup, Chinese brands such as Hisense, Lenovo, and Mengniu made frequent appearances. Hisense and Lenovo set up fan interaction areas in the host cities. As an official technical partner of FIFA, Lenovo also used its self-developed Football AI Pro to analyze match data for 48 participating teams, allowing Chinese technology to be deeply involved in the World Cup proceedings.
The article argues that this contrast of being absent on the field but standing out off the field reflects a huge disparity between Chinese football and the international competitiveness of Chinese enterprises. Although China has always hoped to achieve the goals of “competing in the World Cup, hosting the World Cup, and winning the World Cup,” the Chinese men’s national football team has been unable to qualify for the World Cup for over 20 years.
However, China's influence is expanding through another path. The article argues that the World Cup demonstrates that a country's international influence does not necessarily depend on competitive achievements; it can also be achieved through commercial, technological, and cultural products.
The article cites Labubu, a product under Pony Ma's company, as an example of how Chinese creative products are increasingly becoming popular among overseas consumers. Commercial appeal often transcends official marketing efforts. China has become the world's largest producer of new energy vehicles, accounting for about 60% of global sales by 2025. BYD's advertisements in Australia still focus on product features, indicating that there is still room for improving its brand influence.
Meanwhile, Chinese consumer brands are becoming increasingly popular in overseas markets. According to surveys cited in the article, nearly a quarter of American Generation Z consumers use Chinese e-commerce platforms such as Temu, Shein, TikTok, and AliExpress at least once a week in 2024; this proportion exceeds 14% in Australia.
The article believes that as Chinese brands continue to enter the daily life of overseas consumers, the young generation's understanding of China is also undergoing changes. A 2026 survey by the Loy Institute showed that Australian youth aged 18 to 29 have a generally positive view of China compared to the general population. Seventy percent of respondents viewed China as an economic partner, and concerns about it posing a security threat were relatively low.
The article concludes that this World Cup has made people realize that Chinese companies are using the world's most watched sporting events to integrate their brands and technologies into the common experiences of global consumers, thereby increasing their visibility and credibility. On the other hand, this market-driven soft power may still be influenced by geopolitical factors.
