A fair offering local farm products is held beside the stadium in Rugao on match day during the Jiangsu Football City League. [Photo/Jiangsu Supply and Marketing General Cooperative]

Rugao, known as the "World Longevity City", is turning heads with an innovative approach to boosting local consumption — combining the passion of soccer with the vibrancy of local markets.

On July 19, the city hosted the seventh round of the Jiangsu Football City League, transforming the event into a citywide celebration of sport, culture, and commerce.

At Rugao's stadium, a supply and marketing fair took center stage. From traditional snacks like crab roe fish balls, which were handed out to celebrate goals, to interactive folk art and themed giveaways, the fair offered a fully immersive experience. Fans were encouraged to shop and participate in games, with purchases doubling as tickets to win prizes.

Beyond the stadium, viewing zones across Rugao — including plazas, malls, and restaurants — came alive. At Wanda Plaza, fans received local farm product gift packs, while Longxin Plaza offered big-screen matches alongside local produce stalls and family-friendly activities.

The results were impressive. More than 35,000 people watched the match across the city. Foot traffic at Wuyue Plaza surged to 50,000 — a 10 percent increase year-on-year — and daily sales reached 3 million yuan ($416,994.73), up 12 percent. Twenty key shopping centers recorded total sales of 10.04 million yuan, a 45.2 percent jump, while restaurants and hotels reported a 94.4 percent surge in revenue.

By pairing sports with local characters, Rugao is redefining how cities can stimulate economic activity. With soccer as the catalyst, the city is not just celebrating its longevity culture — it’s turning it into a driver of growth and vitality.