Israeli tourist Roy, wearing the blue and white jersey of the Argentina national team, was seen strolling through Manhattan’s Chinatown with a friend on the 16th. They sampled Asian cuisine in a restaurant and took photos between Mott St and Canal St. Roy, who traveled to the United States specifically to watch the 2026 FIFA World Cup, expressed his love for the Argentina team. He had already watched the Brazil vs. Morocco match live and had added Chinatown to his itinerary after searching for travel information on Google, hoping to experience the local food culture and community characteristics.
Roy is just one of the many international travelers who have come to New York because of the World Cup. According to the NYNJ Host Committee and Tourism Economics, during the 2026 World Cup, more than 1.2 million visitors are expected to visit the New York-New Jersey area, bringing about $3.3 billion in economic impact, $1.7 billion in direct spending, and creating over 26,000 job opportunities. The city government and tourism department anticipate that with the influx of international tourists in New York, major tourist areas in Manhattan and unique communities like Chinatown, Little Italy, SoHo, and the Lower East Side will benefit.
However, a visit to Chinatown on the 16th revealed that not all businesses benefited equally from the crowds and economic opportunities brought by the World Cup.
Mr. Lin, the owner of a newly opened snail noodle shop in Chinatown, mentioned that foot traffic in his shop had indeed increased after the start of the World Cup, stating, “Business is okay, with slightly more people than usual coming in.” He mentioned receiving some European and South American visitors recently, though the increase was still limited. Although the shop did not offer special promotions, they set up televisions to broadcast World Cup matches in the hope of attracting football fans to dine and watch the games.
Max, who runs a souvenir shop, noted a notable increase in visitors from France, Spain, Mexico, Chile, and Colombia recently. He mentioned that many people had come specifically to watch the World Cup matches or stopped by New York for sightseeing while watching the games. However, he admitted that the increased foot traffic did not necessarily reflect in the sales, as it was relatively stable with a slight growth compared to usual, but better last year during the same period.
Contrary to some businesses feeling the increase in customer flow, some long-standing restaurants in Chinatown experienced a decline in business.
Mr. Huang, an employee at South China Tea House, a century-old establishment in Chinatown, expressed that business had decreased by about 20% to 30% compared to the same period last year. He mentioned that the true football fans preferred to stay at home or head to larger viewing areas to watch the games rather than dining out.
Despite the varied business impacts, Chinatown remained a significant destination for many out-of-town visitors.
Ruweda, a 22-year-old university student from Kentucky, had planned to visit New York with her family during the summer, and Chinatown was a must-visit spot for them. Besides savoring the food, they planned to explore Chinatown and the nearby Little Italy neighborhood on foot. She mentioned that she and her family were all very interested in the World Cup matches.
Allen, a visitor from Richmond, Virginia, was not specifically in New York for the World Cup but to visit a friend living in Brooklyn. Nevertheless, he acknowledged the festive atmosphere that the World Cup brought to New York. Accompanied by Ramona, a tour guide residing in New York, they both concurred that it is not just the World Cup itself but the unique cultural traits and historical ambiance that make Chinatown appealing to out-of-town visitors. Ramona expressed her admiration for Chinatown, praising its beauty, Chinese culture, and cuisine.
The World Cup fever continued to thrive among the younger population. Twelve-year-old students Zhu Mingze and Wang Lingjiang, interviewed on the streets of Chinatown, mentioned that they had watched the current World Cup matches. Their favorite player was the Portuguese superstar, Cristiano Ronaldo. Zhu Mingze roots for the French team, while Wang Lingjiang supports the Spanish team. Both expressed aspirations to become professional football players in the future.
With the World Cup matches ongoing and the final scheduled to take place at the NYNJ Stadium on July 19th, it is expected that a large number of football fans and tourists will continue to flock to New York in the coming weeks. To welcome the influx of international visitors due to the 2026 World Cup, the Chinatown Partnership will be hosting the “Chinatown SoccerPalooza” from June 24th to 27th, including World Cup community viewing parties, an outdoor screening of the movie “Shaolin Soccer,” and a soccer-themed open street event on Forsyth St. These activities aim to attract more visitors to Chinatown during the World Cup frenzy, stimulating the local economy and commercial consumption.
For more information about the events, please visit: https://reurl.cc/bdQ20o