Snooker 'China swing' blends sport with culture and tourism

Mark Selby (L) of England and Noppon Saengkham of Thailand pose before the final match at China Open 2026 snooker tournament in Taiyuan, north China's Shanxi Province, Aug. 16, 2026. (Xinhua/Cao Yang)

TAIYUAN, Aug. 16 (Xinhua) -- The roar of the crowd echoed through the Binhe Sports Center on Saturday as the semifinals of the 2026 World Snooker Tour China Open got underway in Taiyuan, capital of north China's Shanxi Province. Inside the packed arena, fans applauded spectacular shots. Outside, an official merchandise store drew a lot of visitors browsing snooker-themed clothing, souvenirs and collectibles.

The scene reflected a surge in snooker's popularity in China, where the sport's leading players are spending an unusually long stretch of the summer competing and interacting with local fans and communities.

This year, the World Snooker Tour is staging three major tournaments in China consecutively from July 27 to August 29: the Shanghai Masters, the China Open in Taiyuan and the Wuhan Open. The month-long run of events has not only given Chinese fans more opportunities to watch the world's best players, but has also created new links between professional sport, local culture and tourism.

Organizers have increasingly looked beyond the traditional match-day experience, using exhibitions, fan events and specially designed merchandise to connect snooker with the cities hosting the tournaments.

In Taiyuan, the "Snooker 147 Market" has become a hub for fans, with snooker-themed cafes and cultural stores attracting visitors throughout the China Open.

Yang Yang, whose company designs and operates cultural and creative products for the China Open, said five such stores were opened in Taiyuan during the tournament.

More than 20 types of products were created specifically for the China Open, including refrigerator magnets, plush accessories and clothing. One souvenir store sold more than 1,000 refrigerator magnets in just five days.

Yang said the merchandise was designed to introduce snooker culture to a wider audience, particularly younger consumers. Cute characters and fashionable designs were combined with snooker imagery, while some products incorporated elements of Shanxi culture.

The approach has also been adopted at the Shanghai Masters, where organizers sought to make the tournament more than simply a series of matches.

A special exhibition titled "20 Years of Snooker in Shanghai" traced the tournament's history through old posters, signed cues of champions, match balls and archival footage.

At the same time, the Meet-the-World Lounge hosted a carnival featuring cultural and creative products, trendy collectibles, local food and activities for fans, creating an experience that brought together sports, commerce and tourism.

The China swing has also given overseas players more opportunities to explore China away from the competition venues.

"In the past, when I came to China for tournaments, I was always in a hurry. Now, with consecutive tournaments, I have more time to stay," said Australian star Neil Robertson. "During the Shanghai Masters, I often walked around Shanghai with friends and tried local food, which helped me learn more about the local culture."

Jason Ferguson, chairman of the World Professional Billiards and Snooker Association, said the China swing, as a new initiative, would significantly increase player engagement.

"Many players are building their personal brands and engaging with local communities, walking through the streets and neighborhoods of China. This not only allows the world to see the charm of China, but also helps tell the story of the close ties between snooker and China, offering a direct reflection of the sport's vigorous development," he said.

Players including Kyren Wilson and Judd Trump visited the Jinci Museum and Shanxi Museum in Taiyuan, with their outings generating considerable attention on Chinese social media. Topics such as "Trump explores Jinci," "Wilson visits Shanxi Museum" and the players' praise for Shanxi cuisine became popular online.

Local authorities also launched an initiative allowing spectators to visit nine scenic spots in Taiyuan free of charge upon presentation of their tournament tickets, helping turn the influx of visitors generated by the sporting event into momentum for tourism.

"The China swing has strengthened and deepened the ties between the World Snooker Tour and China, while cultural interactions beyond the tournaments have also become increasingly diverse," said Ivan Hirschowitz, head of media with World Snooker Tour.

"For the development of snooker and China's cultural tourism industry, this is a win-win situation," he added. ■

Mark Selby of England competes during the final match between Mark Selby of England and Noppon Saengkham of Thailand at China Open 2026 snooker tournament in Taiyuan, north China's Shanxi Province, Aug. 16, 2026. (Xinhua/Cao Yang)

Noppon Saengkham of Thailand competes during the final match between Mark Selby of England and Noppon Saengkham of Thailand at China Open 2026 snooker tournament in Taiyuan, north China's Shanxi Province, Aug. 16, 2026. (Xinhua/Cao Yang)

Mark Selby (L) of England and Noppon Saengkham of Thailand compete during the final match at China Open 2026 snooker tournament in Taiyuan, north China's Shanxi Province, Aug. 16, 2026. (Xinhua/Cao Yang)

Noppon Saengkham (L) of Thailand competes during the final match between Mark Selby of England and Noppon Saengkham of Thailand at China Open 2026 snooker tournament in Taiyuan, north China's Shanxi Province, Aug. 16, 2026. (Xinhua/Cao Yang)