Late-night parties

Though it was about 3 am, customers still ate with relish at a Haidilao hotpot restaurant in Jiangsu's Nanjing while watching and conversing about a World Cup match. The chain restaurant has rolled out a soccer-watching menu that includes a hotpot, beers and barbecue.

"The atmosphere is wonderful, and we can share our excitement. It's also a great way of socializing," a customer says.

Consumption of party supplies, including food and beer, has seen a significant increase in China during the four-week tournament. Data from China's online food delivery giant Meituan showed that beer and beverage orders increased by 43 percent and 25 percent month-on-month, respectively, on the opening day of the World Cup.

According to fresh food retailer Hema, hotpot-related order volume grew by over 40 percent in the first two weeks of the tournament, and since the beginning of November, the sales volume of beer increased 168 percent year-on-year.

Chinese e-commerce giant JD has zeroed in on its instant delivery service to seize the business opportunities, as it has teamed up with chained supermarkets and extended business hours to cater to the fans who stay up late watching games with beverages and snacks.

The World Cup also triggered a booking fever for soccer-themed hotel rooms, with many fans eager to secure a space where they can exert their enthusiasm without disturbing others late at night. Hotel reservations in China surged 30 times month-on-month on the first day of the event, according to online travel agency Tongcheng Travel.

Many hotels launched "World Cup streaming rooms" with massive screens to attract consumers. In the tournament's first week, hotel rooms with huge screens suitable for watching videos saw their booking volumes surge more than 250 percent year-on-year, says online travel agency Fliggy.