A typical Rugao breakfast. [Photo/WeChat account: rugaofabu]

As the 2026 FIFA World Cup is set to kick off in the United States, Canada and Mexico on June 12 (Beijing time), Rugao is preparing a special campaign that combines soccer fever with one of the city's most cherished culinary traditions – its famous morning tea culture.

Due to the time difference, some matches will begin at 3 am, 6 am and 9 am Beijing time. To help fans enjoy the tournament, local breakfast restaurants are making early preparations for the month-long soccer spectacle.

Participating eateries have begun decorating their venues with World Cup-themed displays to create a lively match-day atmosphere. Many are also planning to launch special meal packages and promotional offers, allowing soccer enthusiasts to enjoy local delicacies while cheering for their favorite teams.

Rugao morning tea is renowned for its rich variety and distinctive flavors. Signature items range from traditional baked sesame flatbread and crab roe buns to noodle dishes served in broth and buckwheat egg pancakes, offering diners an authentic taste of local cuisine.

Local restaurants decorate their venues with World-Cup themed displays. [Photo/WeChat account: rugaofabu]

Among the participating businesses is Sihailou, one of the city's best-known traditional restaurants. During the campaign, customers who order crab roe buns will receive a complimentary serving of soy milk, while those who order beef noodles will be given a free poached egg. A range of specially designed meal sets will also be available for fans.