(Kuala Lumpur, 28th) Economists believe that the football fever during the 2026 FIFA World Cup is expected to inject economic benefits of between RM1.2 billion to RM2.1 billion into Malaysia’s food and beverage industry, as fans flock to mamak stalls, cafes, and restaurants to watch the matches, thereby driving an increase in consumption.
Dr. Barjoyai Bardai, an honorary professor and economist at the Malaysia University of Science and Technology (MUST), pointed out that the World Cup plays the role of a high-frequency economic stimulus, temporarily altering consumers’ spending patterns and boosting business activities in several sectors.
“The World Cup does indeed bring about significant but temporary economic activity to Malaysia. The stimulus is on consumption rather than investment, with the main beneficiaries being concentrated in specific sectors, especially F&B, retail, and media.”
He told Bernama that the tournament is like a “mini consumption festival”, with businesses that can attract crowds and create a collective viewing experience reaping the greatest benefits.
He pointed out that the monthly output value of the domestic F&B industry is about RM10 billion to RM12 billion. Under normal circumstances, average income can increase by about 12%, generating an additional RM1.2 billion to RM1.4 billion during the World Cup. In a “high participation” scenario marked by strong audience engagement, high viewership, and effective marketing initiatives, the increase can reach 18%, bringing in an extra RM1.8 billion to RM2.1 billion.
He said the gains are mainly concentrated in the nighttime economy between 9pm and 3am, with the main driver being increased foot traffic rather than price hikes.
“About 40% of the additional consumption comes from late-night dining, followed by group meals at 30%, takeout demand at 20%, and promotional activities at 10%.”
He analyzed that, due to increased late-night crowds and more group dining activities, mamak stalls and casual F&B operators’ revenues are expected to see a 15% to 30% increase during the tournament; delivery platforms, pushed by the habit of watching matches at home, may see revenue growth of 15% to 35%.
He added that fast food and quick service restaurants (QSR) are expected to grow by 10% to 20%, while cafes will see a milder increase of about 5% to 15%, due to their weaker association with the tournament.
In addition, in Rawang, Selangor, BCH Café is one of the many restaurants to benefit. Shop owner Azlan Ma pointed out that during previous World Cups, his shop saw a noticeable increase in foot traffic and spending, and the café attracts fans by screening matches on a big screen.
“Customers usually come in groups and stay to watch the entire match. They order food several times during the game, so each table’s spending is usually higher than on regular days.”
He estimated that his café’s revenue could increase by about 10% to 15% during the World Cup, mainly due to the increase in customer numbers and extended business hours.
“The World Cup, to us, is not just about football. It has become a business opportunity, allowing cafés to attract new customers over several weeks and generate extra income.”
The 23rd FIFA World Cup will be held from June 11 to July 19, 2026, with the number of participating teams increased from 32 to 48.