HANGZHOU, China – What was supposed to be a lively World Cup opening-night watch party turned into a lonely but memorable experience for a cafe owner in eastern China after not a single customer showed up to watch the match. The cafe, located near Xiaoshan International Airport in Hangzhou, had gone all out to capitalize on excitement surrounding the 2026 FIFA World Cup. Owner Zhao invested thousands of yuan in a projector screen, stocked up on snacks and alcoholic beverages, and created a special World Cup viewing package priced at 80 yuan (about 400 baht) per person. Hoping to attract football fans, Zhao promoted the event through several online groups with a combined membership of more than 4,000 people. Many users responded positively to his invitations, giving him confidence that customers would turn up for the tournament’s opening match, which kicked off at 3 a.m. local time. But when match time arrived, the cafe remained completely empty. Instead of hosting a crowd of cheering football supporters, Zhao found himself watching the opening game alone.
During the match, several cars reportedly drove toward the cafe, raising his hopes that customers had finally arrived. However, each vehicle eventually turned around and left without stopping.
Despite the disappointment, Zhao kept the cafe open as planned and stayed until the final whistle, becoming the only spectator in the venue. After the match ended at dawn, he watched the sunrise and reflected on the experience with humor. “Tonight I may not have earned any money or gained any customers, but I got to watch football and see the sunrise,” he joked. “That’s still a memorable moment.” The situation began to improve later that morning when two customers finally arrived to watch another World Cup group-stage match between South Korea and the Czech Republic.
Zhao’s story quickly spread across Chinese social media, where many users expressed sympathy and encouragement. Some joked that anyone living in Hangzhou should visit the cafe to support its optimistic owner.
Despite the empty opening night, Zhao remains positive about the future. He believes the poor turnout was largely due to the match being played during the early hours of a working day and because the cafe is located in a relatively remote area. According to Zhao, the cafe, which opened in April, normally attracts between 200 and 300 customers on weekends. The venue’s unique appeal allows guests to enjoy coffee while watching aircraft take off and land at the nearby airport.
Rather than dwelling on the disappointing start to the World Cup, Zhao says he plans to continue hosting viewing events throughout the tournament. “Just because nobody came today doesn’t mean nobody will come tomorrow,” he said. “I’ll keep waiting.”
