2026 World Cup: Consumerism Beneath the Euphoria

The 2026 World Cup, hosted across the United States, Canada, and Mexico, has captured global attention, uniting people through their shared passion for football. This year's tournament is historic, being the first to feature 48 participating teams, and its celebratory atmosphere has reached Indonesia long before the opening whistle.

From coffee shops setting up large screens to family WhatsApp groups buzzing with match predictions and Instagram feeds filled with 'watch parties,' the enthusiasm is palpable. However, beneath the surface of this collective joy lies a significant phenomenon: the World Cup's subtle drain on personal finances. The article delves into how the tournament quietly empties wallets.

Regarding jerseys, a candid discussion reveals a substantial increase in sales. In Jakarta's Tanah Abang market, jersey vendors report over a 50% rise in turnover since the World Cup began. Similarly, sports stores in Malang are struggling to keep up with demand. Prices vary widely, from local versions starting at 65,000 Indonesian rupiah to official original jerseys costing up to 9 million rupiah, with the expensive versions also selling well.

The core question raised is not whether buying a jersey is wrong, but rather the underlying motivation. How many purchase them out of genuine team support versus the fear of being left out or appearing incomplete at a watch party without the team's colors? This is where the line between enthusiasm and consumerism blurs.

The tradition of 'nonton bareng' (watch parties) has also evolved. Once a simple affair with basic mats and shared coffee, it has transformed into paid events featuring entrance fees, food packages, jersey dress codes, and even live DJs. While this evolution presents opportunities for creative entrepreneurs, the cumulative expenses for consumers, especially students and young people with limited incomes, can be surprisingly high over the course of a tournament. This includes jerseys, multiple watch party tickets, food, drinks, accessories, and unexpected costs like increased internet data usage for late-night streaming.