Working with the multinational has also pushed Li to strengthen operational standards as the business expanded from a roadside stall into a regional chain.

"We've learned a great deal about standardized operations and store management through working with Coca-Cola," she said.

Her business is part of a wider ecosystem of local stores, restaurants and neighborhood businesses that connect global brands with Chinese consumers in everyday life, and Li advised other international brands hoping to deepen their presence in the Chinese market to work closely with local businesses and communities.

Gilles Leclerc, president of The Coca-Cola Company Greater China and Mongolia, said their business in China depends heavily on its local partners.

"These partners in catering and retail sectors are central to how products reach consumers every day," he said. "Coca-Cola has been operating in China for more than 40 years, and throughout that time we've grown alongside local businesses. China is our home ground, and we are committed to growing together with our partners."

As well as directly benefiting local businesses such as Li's, such support also helps drive local consumption and creates jobs. Behind a single soccer viewing night is a broad network of distributors, delivery workers, restaurant staff, refrigeration services, packaging suppliers and neighborhood retailers operating around the extended late-night demand.

Within Coca-Cola's network in China, which spans manufacturing, logistics and retail distribution, the company estimates that each direct job supports an additional eight related roles across the value chain, forming a total of over 310,000 associated jobs.

China has more than 127 million individually owned business households, supporting nearly 400 million jobs across the services sector, according to official data.

As the 2026 FIFA World Cup gets underway in the United States, Canada and Mexico this summer, Coca-Cola China has invited participants from its catering and retail networks, including Li, to attend matches in person.

"When people cheer for a goal with a Coke in hand," said Li, who just returned from Canada, "it doesn't matter if it's a stadium or a small restaurant. It feels like the same passion — people sharing it together."

Back to match nights, Li is among a rising number of restaurant operators who have said that late-night soccer screenings are bringing longer customer stays, higher drink orders and more group dining occasions during tournaments.

Data suggest that where people watch matches has become closely linked to what they consume. That means that the real battleground for beverage producers has shifted from on-screen advertising to the street.

"True channel innovation isn't just about adding shelf space — it's about engineering new occasions," Yu of CTR said.

Jonathan Yan, a partner at global consultancy company Roland Berger, added that the World Cup represents a quintessential high-impact, high-context consumption scenario.

"It naturally drives behaviors such as group viewing and late-night dining, creating a significant uplift across beer, liquor and soft drinks alike," said Yan. "Most importantly, the true value of this scenario-based marketing lies in its ability to strengthen brand mind-share — an asset whose long-term worth far outweighs the gains of short-term sales conversion alone."