Full Breakdown
Messi Plushies Spark a Five-Fold Sales Surge in China During 2026 World Cup
6/11/2026, 12:41:28 AM
Messi Plushies Spark a Five-Fold Sales Surge in China During 2026 World Cup
With the 2026 FIFA World Cup in North America, Chinese manufacturers report a dramatic rise in sales of Lionel Messi-themed plush “goat” charms. All Star Partner, licensed for Argentina and other teams, says sales of the bag-attachable toys have jumped fivefold since the 2022 tournament.
Background: China’s Football Appetite Without a National Team
China has not qualified for a World Cup since 2002, but football still commands massive domestic interest. In the Qatar 2022 edition, Chinese users made up roughly half of all digital and social-media viewership, per FIFA, showing a fandom-driven market.
Key Player: All Star Partner and CEO Luo Bin
Based in Yiwu, China’s wholesale hub, All Star Partner makes officially licensed kits and accessories for several national squads. CEO Luo Bin pivoted to plush charms after an early “ordinary” bear model sold well when dressed in football kits.
Data Snapshot
The company reports a five-fold sales increase, pricing each Messi goat at 79 yuan (? $11.60). Workers attach chains to each plush at the Yiwu factory before shipping the items nationwide.
Consumer Motivation: Emotional Value Over Utility
Fans say the charms offer an “emotional and economic exit” amid academic and career pressure, serving as a tangible expression of enthusiasm for global stars rather than a functional accessory.
Criticism: Limited Practical Use
Luo Bin acknowledges the plush pendants have “little practical use,” suggesting their appeal rests mainly on sentiment.
Official Reactions
Company officials say the surge reflects genuine fan interest in icons like Lionel Messi and Cristiano Ronaldo. Fang Tian calls the merchandise an emotional outlet; influencer Zhu Hui notes Chinese consumers’ lasting enthusiasm. Long-time supporter Shang Jianxing cites expanding youth football programmes as evidence of a deepening football culture.
Implications for the Economy and Football Culture
The sales surge provides a notable positive development for China’s sluggish consumer market, generating revenue for manufacturers and retailers. It also signals a growing football culture that could increase participation, infrastructure investment, and eventually improve the national team’s prospects.
Conflicting Data and Gaps
The reports do not disclose the total market size for football-related merchandise in China, nor provide independent verification of the five-fold increase, leaving the exact economic impact uncertain.
Verbatim Quotes
- “We dressed it in a football kit and it sold really well,” — Luo Bin, CEO, All Star Partner
- “We sold tens of thousands as soon as it came out, so very quickly we felt that this category was very popular.” — Luo Bin, CEO, All Star Partner
- “Right now young people are under a lot of pressure and they need some emotional and economic exits,” — Fang Tian, football fan
- “I've found that Chinese people are actually highly enthusiastic about football stars, and (their enthusiasm) lasts a long time,” — Zhu Hui, influencer
Looking Ahead
All Star Partner intends to broaden its licensed product line for the remainder of the tournament, while Chinese authorities continue to expand youth football programmes to nurture future talent and potentially return to the World Cup stage.
