World Cup drives 'watching-the-game economy' in Taiwan, boosting TV and snack sales

The ongoing 2026 FIFA World Cup is fueling a "watching-the-game economy" in Taiwan, with consumers investing in large-screen televisions and related accessories to enhance their viewing experience. Retailers like Costco have reported a surge in sales, driven by fans eager to follow top players such as Lionel Messi and Cristiano Ronaldo.

One notable instance involved a university student who purchased an 85-inch television during last year's Black Friday sale, specifically with the World Cup in mind. This trend extends beyond just televisions, with consumers also buying football-themed cushions and setting up dedicated "cheering zones" at home. The desire to create an immersive atmosphere for watching matches has become a significant factor in purchasing decisions.

Beyond electronics, sales of snacks and beer have also seen a considerable increase as fans prepare for late-night viewing sessions. Retailers are capitalizing on this trend by offering large-sized packages of popular snacks and beverages. The overall sentiment is that the World Cup has inspired many members to enhance their home entertainment setups, leading to a noticeable boost in sales across various product categories.