World Cup fever may inject up to RM2.1b into Malaysia’s F&B sector, economist says

KUALA LUMPUR, June 28 — Football fever during the FIFA World Cup 2026 could inject between RM1.2 billion and RM2.1 billion into Malaysia’s food and beverage (F&B) industry as fans flock to “mamak” outlets, cafes, and restaurants to catch live matches, according to an economist.

Professor Emeritus Dr Barjoyai Bardai of the Malaysia University of Science and Technology (MUST) said the World Cup acts as a high-frequency economic stimulus that temporarily shifts consumer spending patterns and boosts business activity across several sectors.

“The Fifa World Cup does generate meaningful, but temporary, economic activity in Malaysia. It stimulates consumption rather than investment, with benefits concentrated in specific sectors, especially the F&B, retail, and media sectors,” he told Bernama.

Describing the tournament as a series of “mini-consumption festivals” around match days, Barjoyai said businesses that can attract crowds and create a communal viewing experience stand to benefit the most.

Malaysia’s F&B industry, valued at about RM10 billion to RM12 billion monthly, could record an average revenue uplift of around 12 per cent under a base-case scenario, generating an additional RM1.2 billion to RM1.4 billion during the tournament period. Under a high-engagement scenario characterised by strong viewership and effective marketing initiatives, the average uplift could rise to 18 per cent, translating into an additional RM1.8 billion to RM2.1 billion in revenue.

The gains are expected to be concentrated in the late-night economy between 9 pm and 3 am, driven primarily by higher customer traffic rather than price increases.

“About 40 per cent of the additional spending stems from late-night dining, followed by group gatherings at 30 per cent, food delivery demand at 20 per cent and event-based promotions at 10 per cent,” the economist said.

Barjoyai said “mamak” eateries and casual dining operators could potentially record revenue growth of between 15 and 30 per cent during the tournament due to increased late-night patronage and group dining activities, while food delivery platforms could see growth of between 15 and 35 per cent, driven by stay-at-home viewing habits.

He added that quick-service restaurants (QSRs) and fast-food operators may record revenue gains of between 10 and 20 per cent on the back of stronger delivery demand, while cafes are expected to register more modest growth of between five and 15 per cent as they are generally less match-centric than other F&B segments.

Despite the tournament being hosted by Canada, Mexico, and the United States, football’s popularity in Malaysia is expected to drive strong viewership and consumer spending throughout the month-long competition.

In Rawang, Selangor, BCH Cafe is among the casual dining outlets anticipating increased patronage during the tournament period. Owner Azlan Mat said previous World Cups had consistently translated into higher footfall and spending at his outlet, which screens matches on a big screen to attract football fans.

“Customers usually come in groups and stay for the entire match. They tend to order food and beverages several times throughout the game, so spending per table is generally higher than on a normal day,” he added.

Without disclosing actual revenue figures, Azlan estimated that the cafe’s revenue could rise by around 10 to 15 per cent during the World Cup period, driven by increased customer traffic and longer operating hours. “The World Cup is more than just football for us. It has become a business opportunity that allows cafes like ours to attract new customers and generate additional income over several weeks,” he said.

The 23rd edition of the FIFA World Cup, being held from June 11 to July 19, 2026, features an expanded field of 48 teams, up from 32 in previous editions. — Bernama