The curtain has closed on the 2010 World Cup. Over the past month, the event has bolstered business half a world away in Beijing bars.
At Sanlitun, one of the most famous bar areas in eastern Beijing, football fans gathered in front of big screens, to watch the final. Bar owners did everything they could to capitalise on the event by drawing more customers. Cold beers flowed, food was in abundance, and service was second to none as bars competed for profits.
Prior to the world cup, an average of 20 thousand beers would be poured per day by the 100 bars in the street. But during world cup, the volume almost doubled. A sidewalk food stall owner said his clientele had increased to 1-thousand a day during world cup up from 700.