The four-yearly World Cup is in full swing. But the scenes of fans raising their glasses and celebrating wildly in front of screens, which used to create a lively atmosphere in China, are no longer the same as in previous years.

In past World Cups, the happiest were the beer companies. Watching games late at night, skewers and beer, crowded bars and street stalls... Every World Cup year, China's beer sales would surge. Plus, this year's World Cup is jointly hosted by the U.S., Canada, and Mexico, with the most participating teams and matches in history. Logically, this should be the summer when the beer industry celebrates the most. However, the "World Cup catalytic logic" that was expected before the tournament quickly proved false after it started. Beers in supermarkets are not selling, and only the bar owners are dozing in front of screens in empty bars... Is even the World Cup unable to boost China's beer industry?