As the FIFA World Cup prepares to ignite global football fever this summer, China's "grassroots World Cups" are already stealing a march - stirring hometown pride, packing stadiums and fueling a surge in consumption.

As the FIFA World Cup prepares to ignite global football fever this summer, China's "grassroots World Cups" are already stealing a march - stirring hometown pride, packing stadiums and fueling a surge in consumption.

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