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JAMBI – The excitement surrounding the 2026 FIFA World Cup is being felt not only by football fans but also by local businesses.

The world’s biggest sporting event has had a positive impact on entrepreneurs, especially those in the culinary and entertainment sectors across Jambi City.

One of the businesses enjoying this World Cup boost is Humble Super Cafe.

Located at The Hok in South Jambi District, the cafe regularly hosts live viewing events for World Cup matches.

According to Guntur Saputra, the owner of Humble Super Cafe, these live screenings have led to a 30 percent increase in visitor numbers compared to regular days.

“Thankfully, our number of visitors has risen by up to 30 percent compared to usual,” said Guntur.

The cafe, which is typically crowded only on weekends, is now filled with guests almost every night when matches are played.

Football enthusiasts flock to the venue to watch their favourite teams in action while enjoying the food and beverages available.

Guntur noted that on match nights, the number of visitors can reach between 100 and 150 per day.

This marks an increase of about 30 percent compared to normal days.

He further explained that the surge in visitors occurs during nearly every match schedule, particularly when popular or top-ranked teams are competing.

Visitors not only come to watch the games but also use the viewing events as opportunities to socialise and reconnect with friends or fellow football community members.

This growing enthusiasm has also had a positive effect on the cafe’s food and beverage sales. The more guests who attend, the higher the transaction volume during the live screening sessions.

Guntur expressed hope that the public’s enthusiasm for the World Cup will remain strong through to the final match.

He added that such live viewing gatherings not only provide entertainment for the community but also help drive the local economy by supporting small business owners.

The 2026 World Cup has thus become an example of how a global sporting event can generate a multiplier effect for local industries, especially the culinary sector in Jambi City. (Srituti Apriliani Putri)