On the evening of July 19, the event FIFA World Cup Final Celebration Night concluded successfully at the Sichuan Press Museum. Rooted in historic alleyways, this cross-sector celebration fused live football viewing, intangible cultural heritage performances, and authentic Sichuan flavors, igniting a dynamic collision of sports and culture at an iconic urban landmark.

The event site was warmed up in advance

A kuaiban performance took place at the event site

Centered on the theme of 'Intangible Cultural Heritage + Football', the event offered an immersive match-viewing experience. The pre-show market buzzed with vibrant local energy, while the stage featured rotating performances of kung fu tea ceremony, Sichuan Qingyin folk singing art, Jin Qian Ban storytelling, and Sichuan opera by Baijiaban troupe.

Calligraphy and painting displays echoed the poetic spirit of the football pitch. The contemporary Sichuan opera piece 'A Playful Take on the World Cup' made its debut, ingeniously integrating on-field tactics into traditional Sichuan opera vocal styles and physical movements. Multiple rounds of prize draws kept audience enthusiasm high throughout the night.

Live Sichuan Opera performance

The venue featured Hisense RGB-Mini LED TVs—the same model used during the World Cup. According to data from AVC Cloud Network, between June 15 and July 12, nearly one month into the tournament, Hisense, as an official sponsor, captured 26.6% of TV unit sales and 32.6% of sales revenue in the Chinese market, maintaining its position as the industry leader. As the official VAR display technology partner, Hisense's equipment accurately reproduced on-pitch details, earning widespread acclaim from football fans.

Hisense products have entered the World Cup venue

Leveraging the strengths of media empowerment, the event brought together dozens of brands across home appliances, hospitality, wellness, fitness, food and beverage, alcoholic drinks, and packaged foods. It integrated diverse sectors—including live performances, markets, retail, and wellness leisure—into a distinctive cultural courtyard setting, effectively driving offline foot traffic and creating a new nighttime consumption scenario.

Audience members on site participated in interactive activities

Organizers stated they will continue harnessing the resource advantages of the Western China Cultural Industry Hub to unleash urban cultural vitality, transform historic alleyways into vibrant hubs for trendy sports and cultural events, enrich citizens' nighttime lifestyles, and cultivate additional innovative consumption scenarios.

Audience participation in the event

【本文部分内容由AI辅助生成，特此声明。The author(s) generated part of the content in this work with the assistance of artificial intelligence (AI), which is hereby declared.】