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China's soft power spreads to the World Cup

By Zhao Manfeng | chinadaily.com.cn | Updated: 2026-06-11 08:25

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The Chinese men's national team didn't qualify for the 2026 World Cup, but Chinese tech, merchandise, ads, fans, and even referees all made it to the tournament. Lenovo is powering the VAR system with AI. Yiwu factories manufactured 70 percent of the merchandise. Three Chinese referees are on the pitch. China's soft power showed up anyway.

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