China’s new improbable football stars

Dong Yongheng, a player whose Zhongcheng village was in the final last year, is among those who have benefited from the tournament way beyond his experience on the pitch.

The former construction worker has turned footballing limelight into family business success.

The 35-year-old once worked in his auntie’s modest shop preparing rice rolls, a famous Rongjiang street snack.

Now he has opened his own, multi-story restaurant. It even has a shop attached to it selling his team’s football jerseys and other memorabilia.

“I think people like the authenticity of the village league,” he tells the BBC.

“It is really not because of our sporting skills. They like seeing a genuine performance, whether it is by our cheerleading ethnic singers or our players. Tourists love real and original things.”

The government says that more than 4,000 new businesses have registered in the region since the competition started last year, creating thousands of new jobs in the poor farming community.

That some fans dress up in traditional clothing to cheer on their village team has definitely given this tournament a unique flavour.

In the hours before the final, Pan Wenge’s silver headdress jingles and jangles as she speaks enthusiastically, preparing to cheer on Dongmen village.

“When we watch the game, it’s so exciting. We’re really nervous, you feel your heart pumping. And, when we win, we’re so happy. We sing and dance.”