The excitement surrounding the 2026 FIFA World Cup is not only being felt by football fans but is also having a positive impact on businesses, especially those in the food and entertainment sectors in Jambi City.

One such business reaping the benefits of the global sporting event is Humble Super Cafe.

Located in The Hok area, South Jambi District, Jambi City, this cafe regularly hosts live screening events for World Cup matches.

According to the owner of Humble Super Cafe, Guntur Saputra, the World Cup screening events have led to an increase in the number of visitors by as much as 30 percent compared to regular days.

“Thankfully, our number of visitors has increased by up to 30 percent compared to normal days,” said Guntur.

Usually, the cafe is crowded only on weekends, but now it is filled almost every night when matches are being played.

Football enthusiasts gather to watch their favourite teams in action while enjoying the variety of food and beverages available at the cafe.

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

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

He explained that the surge in visitors occurs during almost every match, particularly when top teams and fan-favourite nations are playing.

Visitors not only come to watch the matches but also use the live screenings as an opportunity to socialise and connect with friends or members of football fan communities.

This situation has also had a positive effect on food and beverage sales at the cafe. The more visitors who come, the higher the transactions recorded during the screening events.

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

He added that live screening events not only provide entertainment for the community but also help stimulate the local economy by supporting small business owners.

The 2026 World Cup has thus become an example of how a major international sporting event can generate a multiplier effect for local industries, including the food and beverage sector in Jambi City.