As the 2026 FIFA World Cup, hosted by the United States, Canada and Mexico, kicks off on June 11, Shanghai's Putuo district is already scrambling to make good on the "Made in China" and "Created in China" initiatives. Local enterprises are capitalizing on the rising events economy, with innovative IP cultural products gaining traction.

Yuanlong Yuanchuang, a retail brand of Putuo-based cultural enterprise Yuanlong Yato, opened its first Shanghai store in China Overseas Center on June 1, with its "city living room" cafe and bar area officially opening on June 6.

The store's football-themed area is particularly eye-catching, displaying official merchandise from top World Cup teams like Argentina, including figurines, plush toys, and aromatic accessories. A giant inflatable Lionel Messi figure greets visitors, underscoring the store's immersive fan experience.

Weng Jiawei, manager of Yuanlong Yato's IP cultural creative business unit, noted that product selection is based on fan demographics, highlighting Argentina and Portugal's popularity. With Messi and Ronaldo set to take part in what may be their final World Cup, the store prioritized merchandise for these teams. The top-selling item is a blind box featuring Messi's five World Cup appearances and two of his Argentina teammates.

Yuanlong Yato, established in 1998, is transitioning from a B2B gift industry leader to a consumer retail brand with Yuanlong Yuanchuang, launched in 2025. The company's chairman, Sun Zhen, emphasized the blend of top IP resources and immersive shopping experiences to engage young consumers.

During the World Cup, Yuanlong Yuanchuang plans to open 30 pop-up stores nationwide and expand into major retail channels like Walmart and Sam's Club, marking the start of a new chapter in China's World Cup narrative.

If you go

Address: 1st Floor, Building E, China Overseas Center, No 416 South Zhenhua Road, Putuo district, Shanghai