Labubu Crashes World Cup Opening as Chinese Elements Spread Across Tournament

Labubu, the snaggle-toothed character owned by Chinese toymaker Pop Mart, appeared as an invited guest at the opening ceremony of the 2026 FIFA World Cup in Mexico City on Thursday, Yicai reported.

Two life-sized Labubu figures in football jerseys bounced onto the pitch at Estadio Azteca ahead of the opening match between Mexico and South Africa, sharing a stage with Colombian superstar Shakira, who performed the tournament song "DAI DAI." The character also features alongside Thai pop star Lisa, a vocal Labubu collector, in the official World Cup music video "GOALS."

The cameo lasted roughly 15 seconds but lit up Chinese social media, where some viewers joked that Labubu had reached a World Cup before the Chinese men's national team. Footage circulating online showed international fans asking whether the character was the tournament's official mascot.

The appearance caps a run of Chinese involvement in the first World Cup hosted across three countries – the United States, Canada and Mexico – even with no Chinese team on the pitch.

Four Chinese companies – Hisense, Mengniu, Lenovo and Wanda – are among the tournament's top-tier sponsors, according to FIFA. Lenovo, the first Chinese technology partner in FIFA's history, is supplying artificial intelligence systems supporting refereeing and 3D virtual presenters for the tournament. Hisense is sponsoring its third consecutive World Cup after Russia 2018 and Qatar 2022.

The official match ball, Trionda, is manufactured in Guangdong Province, with its smart bladder produced by Dingqi Sports in Huai'an, Jiangsu Province, China News Service reported. The chip inside records ball contact 500 times per second and works with limb-tracking technology to assist refereeing decisions.

Chinese officials will also take the field. Ma Ning included on the tournament's referee list alongside video assistant referee Fu Ming and assistant referee Zhou Fei, FIFA announced in April. Ma, who also officiated in Qatar, becomes the first Chinese referee selected for two World Cups. Six teenagers from north China's Inner Mongolia Autonomous Region served as flagbearers at the opening match.

Off the pitch, merchandise remains a Chinese stronghold. Products made in Yiwu, an international trading hub of small commodities in east China, accounted for nearly 70 percent of the global World Cup merchandise market at the last tournament, according to the Yiwu sports goods industry association. The city's sports goods exports reached 2.83 billion yuan (US$418 million) in the first quarter of 2026, up 12 percent from a year earlier, Yiwu customs data showed.

For the first time, Chinese intangible cultural heritage crafts – including Yi embroidery, Zhuang brocade and hemp weaving – have entered FIFA's official licensed product line at scale, China News Service reported, with items ranging from brocade footballs to embroidered sun hats.

Yiwu merchants expect orders for this edition to climb 20 to 30 percent from the last tournament, according to the industry association, with a second sales spike forecast once the knockout rounds begin.

The expanded 48-team tournament runs through July 19, with 104 matches across 16 host cities – the longest and largest World Cup ever staged. China's national team will be watching from home. Labubu, at least, made it onto the pitch.