On June 12, at the Nantiemen (South Heaven Gate) on the summit of Taishan in Shandong Province, hikers and soccer fans gathered in front of a large screen to watch the opening match of the North America World Cup between Mexico and South Africa while waiting for the sunrise. This scene was shared on China's social media platform Xiaohongshu.
As the World Cup takes place in North America, which is over 10 hours behind China, a new viewing culture known as the "Morning World Cup" has emerged in the country.
The installation of the large screen at the summit of Taishan was an initiative by the local tourism management committee. The screen will broadcast major matches live every day from midnight to 6 a.m. until the tournament concludes on July 20. Many Chinese expressed excitement, saying, "It’s special to be able to watch the World Cup while enjoying the sunrise at Taishan," and, "I want to create memories by climbing Taishan on the day of the World Cup final."
In southern regions like Guangdong, where the 'zhaocha' (morning tea) culture is well-developed, the World Cup viewing experience is different. According to the Guangzhou Daily, "Watching World Cup broadcasts on large screens while enjoying morning tea has become a new routine in Guangzhou this summer."
Local restaurants and tea houses have set up large screens to broadcast the World Cup matches, allowing customers to enjoy their morning tea while watching the games. Some bars have even adjusted their opening hours to accommodate morning viewers.
Most of the customers are reportedly middle-aged men. A Guangzhou resident who has been watching the World Cup since 1986 said, "This is my first time watching the World Cup while having morning tea. It feels much more comfortable and healthier than staying up late drinking alcohol to watch the matches."
Although the Chinese national team failed to qualify for this year's World Cup, enthusiasm for the tournament remains high among Chinese fans. On the opening day of the North America World Cup, the viewership for the match between South Korea and the Czech Republic, broadcast live by China Central Television (CCTV), reached a rating of 1.4%, with a peak of 1.9%, making it the highest-rated program in its time slot. In China, where there are over 40 satellite channels, a viewership rating above 1% is considered successful. Local media noted that this outcome defied expectations that ratings would be low due to the time difference.
However, some analysts pointed out that this rating is lower compared to the 3-4% levels recorded during the 2022 Qatar World Cup. Singapore's Lianhe Zaobao noted, "The Qatar World Cup took place as China's COVID-19 lockdowns were nearing an end, and inter-regional travel was still restricted, which likely intensified interest in the tournament at that time."
* This article has been translated by AI.
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