Chinese coffee shop owner hosts World Cup screening & invites 4,000 people, watches alone when no one shows up

As the World Cup 2026 opener on Jun. 11 drew closer, one coffee shop owner in Hangzhou had his hands full putting together a big bash.

Zhao Chong had begun preparations to host the screening two weeks before Mexico and South Africa faced off.

Thinking that a large crowd would grace his humble store near the Hangzhou Xiaoshan International Airport, he racked up a bill worth thousands of yuan for snacks and beer.

Rallying the crowd

Zhao's plans were broadcast on social media, with daily reminders and calls to “bring like-minded people together”, said South China Morning Post.

The evening before the match, he messaged 4,000 contacts and dozens of friends, urging them to join the party.

Nobody turned up.

As the festivities of the match kicked off at 3am on the big screen, food and drinks remained the sole occupants of his tables.

Zhao eventually settled back to enjoy the show himself.

You'll never walk alone

“Since I announced I would host a World Cup screening, I couldn’t just close early because nobody showed up,” he said.

He told local media that if even a single person showed up, he would give them free-flow beer and all-you-can-eat snacks, reported SCMP.

The man found some consolation in a lottery ticket he’d bought, betting 40 yuan (S$7.59) on a draw and a South Africa win, according to reports.

As dawn broke, Zhao witnessed Mexico clinch a 2-0 victory with just his beer for company.

"Although my shop’s location is a bit remote, I thought that as long as I established this service, people would eventually come," he added.

However, he noted that "even though [he] didn't make any money or gain any popularity, watching the game and sunrise is a reward in and of itself".

Jun. 12 saw a marginally more successful turnout, with two customers showing up for the viewing party.

According to Sinchew, Zhao's place usually sees 200 to 300 customers on the weekends.

He remains confident about more customers turning up over the weekend, stating: "No customers today doesn't mean no customers tomorrow. I will persevere."