2030 FIFA World Cup Proposal - China

PREPARED BY
KAILAM DIRCKZE - 102715416
ZOE STOPHER - 102114149
CYNTHIA LAHANIS - 102574581
MERRICK ALLEN - 101109872
ASSIGNMENT 3
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SEMESTER 1 2020
FIFA WORLD CUP PROPOSAL
CHINA
CHINA 2030
FIFA WORLD CUP

2 / COUNTRY BACKGROUND
3/ SOCIAL & ECONOMIC
CONSIDERATIONS
4 / VALUES OF CHINA
5 / LAWS & ADVERTISING
6 / KEY RECOMMENDATIONS
7/ CONCLUSION
8/ REFERENCES
1 / AGENDA
PROPOSAL
CONTENTS
PROPOSAL
CONTENTS
- ATTITUDES TOWARDS IMMIGRANTS AND FOREIGNERS
- LGBT+ CHINA
- POSITION OF TREATMENT OF WOMEN
- STEREOTYPES IN CHINA
- ADVERTISING TO CHILDREN
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MY BIGGEST HOPE FOR
CHINESE SOCCER IS THAT
IT'S TEAMS BECOME AMONG
THE WORLD'S BEST
In this proposal, we will supply you with sufficient reasoning and rationale as to why the
2030 FIFA World Cup should be hosted in China. The cultural values and tradition of the
nation will be identified to align with FIFA’s requirements and the organisation's desired
values. Our proposal is in the aim of displaying a vision of representing football’s greatest
competition with integrity and in a harmonious manner.
AGENDA
- President Xi Jinping
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AGENDA

"THE CHINESE CULTURE BELONGS NOT ONLY TO
THE CHINESE BUT ALSO TO THE WHOLE WORLD."
- HU JINTAO
COUNTRY
BACKGROUND
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China is located in East-Asia and is one of the largest countries in
the world after Russia, Canada and the United States (including
territories) with an area of 9,596,961 square kilometres
(Mattyasovszky, 2019). China currently has a population of 1.438
billion people (Worldometer, 2020). China is considered a
multinational country, although the main language spoken by the
Chinese population is Mandarin. However, there are a variety of
dialects and other spoken languages depending on the various
geographic regions within China. Despite having strong roots in
Confucianism and Daoism (Taoism), China is officially recognised as
an atheist country. Buddhism was introduced into the Chinese
culture as early as the 3rd century BCE (Chan et al. 2020).
As a part of Confucianism, there is a strong belief in a social
hierarchy which is established by “a person's position, occupation
and level of education [which] are essential to their status”
(Cultural Atlas, 2020). The social hierarchy aims to maintain
harmonious relationships and appropriate level of respect to
others. However, elders are the exception and must be given the
utmost respect as reverence to their ancestors. Other values from
the Confucian philosophy are still prevalent in China today such as
modesty, obedience and loyalty, however these traditional values
are probably not as strictly upheld as they were in the past.
COUNTRY
BACKGROUND

China is also known for its interdependence and unity in which everyone shares the same sense
of duty and loyalty. This demonstrates another aspect of the Chinese culture which is intended
to maintain a societal harmony. Another important aspect of Chinese culture is the way in which
they view manners and courtesy. “The Chinese way to show politeness and kindness is to
shorten the social distance between one another. Thus, courtesy words [such as ‘please’ and
thank you’] act as a buffer or space that indicates formality and distance” (Cultural Atlas, 2020).
Chinese culture is also known to have a few superstitions. For example, red and gold colours are
considered lucky, whilst some specific numbers are considered lucky or unlucky. This is because
the colour red resembles good fortune and joy, whilst yellow/gold is considered the most
beautiful colour in Chinese culture. “Yellow was the colour of Imperial China and is held as the
symbolic colour of the five legendary emperors of ancient China. It also represents freedom
from worldly cares and is thus esteemed in Buddhism as seen where Monks’ garments are
yellow, as are elements of Buddhist temples” (Qi Harmony, 2013). Red and gold are motifs that
are used throughout Chinese culture and even depicted on their national flag. In terms of lucky
and unlucky numbers, 8 is considered the luckiest number in Chinese culture as it represents
wealth, success and wholeness and has strong ties to Daoism. “The best example that shows
how Chinese love the number 8 is the 2008 Beijing Olympic Games. The opening ceremony
commenced exactly at 8 minutes and 8 seconds past 8pm on the 8th of August, the 8th month
of the 8th year of the 21st century” (China Highlights, 2019).
Even numbers are also more favoured in Chinese culture than odd numbers as the Chinese
have a strong belief in harmony and balance.China is known for its rich culture and heritage as
well as their determination and enthusiasm, especially in global competition. China has taken
part in both the Summer and Winter Olympic Games, the World Athletics Championships, The
Asian Games (also known as ASIAD), both the Winter and Summer Universiade multisport
events, the World Swimming Championships, the Youth Olympic Games and The World Games,
among others (Wood, 2014). It’s safe to say that China has a strong passion for sports and
competition. They show a lot of hard work, dedication and national pride when it comes to
sporting events and so they should. The FIFA World Cup is no exception, and China would most
likely bring those same values and diligence into hosting such a high-profile sporting event.
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RELIGION IN CHINA OVER TIME
Source: (Albert 2015)

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SOCIAL AND
ECONOMIC
CONSIDERATIONS
SOCIAL AND
ECONOMIC
CONSIDERATIONS
WORLD CUP JOB CREATION
In terms of justifying China as a favourable and recommendable host for the 2030 FIFA World Cup, the
previous hosts campaigns must be identified. The last three World Cups have seen European (Russia),
South American (Brazil) and African (South Africa) countries granted the opportunity to expand their
economic and political weight, respectively, along with the advantages that are associated with hosting a
major sporting event (Graeff, 2020). It is worth noting that the last time an Eastern-Asian country was
granted the World Cup was Japan in 2002. The competition for placement in bidding for a major global
event reflects the economic potential for a country, in boosting opportunities for growth in tourism,
accommodation, transportation and construction (Cornelissen, 2014).
According to figures, FIFA World Cup remains the largest event in terms of viewership influence, with
over 3.5 billion watching the 2018 World Cup (Independent). Naturally, a host country adopts an
increase in service, transport and trade sectors during a World Cup (Finance Review, 2018). Given the
global impact COVID-19 has had on the reputation and for future index rankings of the nation, the
World Cup will grant China the opportunity to rebuild as a country. To host the 2030 FIFA World Cup
would be encouraging for potential growth and harmony, while repairing and tightening relationships
with partnering nations with the chance of running a successful program.
0 50,000 100,000 150,000 200,000 250,000
Construction Sector
Hospitality
Transportation/Communication
Utility, Social & Personal Services
Public Administration & Security
Volunteers
Total no. of jobs
Statistics sourced from: Finance Review 2018

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In terms of community growth for China, the possibility of hosting a World Cup leaves the country
with the potential for development in employment sectors, with an introduction of over 220,000 new
jobs created in preparation of the tournament (Finance Review, 2018). This led to an increase of
personal income of US$6.59 billion in Russia in anticipation of the 2018 tournament (Finance Review,
2018). The opportunity to grow the employment sector in China is an attractive prospect, given the
rise in unemployment due to the recent development of COVID-19, which saw 5 million Chinese
workers lose their jobs over January and February of 2020 (Cheng, 2020).
We understand the difficulty in making the correct decision in considering host
countries. As made evident by previous hosts such as Brazil and South Africa, an event such as the
World Cup can present a country with risk to backlash due to economic, social and political hardship,
expressed by the community (Graeff, 2020). While a major sporting event would seem to have
positive impacts on a host nation, the economic capabilities of a country is imperative when
considering potential hosts. It is important to acknowledge the risk when considering developing
nations, as the 2014 World Cup in Brazil resulted in negative impacts on the low-income nation.
Qualitative research by Graeff (2020) shows us that 54% of survey respondents in Brazil considered
that the 2014 World Cup did not have the positive results that were set out. In addition, it is
imperative that executives at FIFA consider the financial stability of the country before making a
decision. Chinese president Xi Jinping estimates the country's sports economy to be worth over
US$850 billion by 2025 (Cockayne, 2016). With the economic capability that China possesses to host
a successful tournament, the risk of potential backlash conceived by former hosts such as Brazil and
South Africa is considerably low.
Due to economic shortcomings that a World Cup can have on a developing country, the
recommendation for China as host country of the 2030 World Cup strengthens, being a globally
developed nation. The social governance in China has brought considerable changes in political,
economic and social spheres that have improved the lives of citizens, for the betterment (Seesaghur,
2015). Historically, the shift in sporting dynamics has seen Eastern-Asian countries host the Olympics
only twice prior to Beijing in 2008, with Tokyo in 1964 and Seoul in 1968 (Cornelissen, 2014).

VALUES OF
CHINA
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VALUES OF
CHINA
China is historically known for shipping citizens, who seek employment around the world in places such
as the USA, South-East Asia and Europe, making the most of the globalised current the world lives in. In
today’s climate, China has become a nation that attracts a large number of international immigrants
who seek employment, with the view of creating a new life in one of the largest economies worldwide
(Haimei, 2011).
The structure of foreign residents in China today, include students, professionals (hired locally),
entrepreneurs, traders, marriage migrants, and unskilled laborers (Pieke, Ahl, Barabantseva, Pelican,
Speelman, Feng & Biao, 2019). In findings from the 2010 census, it was revealed that China has over
one million foreign residents accommodating to the population, with estimates suggesting that this
population has no doubt doubled over time (Pieke, Ahl, Barabantseva, Pelican, Speelman, Feng & Biao,
2019). Given the evidence, we can suggest that Foreign settlers have played a role in contributing to the
vastly successful economy we see in China today.
Major cities in China (Guangzhou, Shanghai, Beijing) attract the most foreigners across the country, with
the urban landscape being described as a “Korea City” or “African Brooklyn” (Pieke, Ahl, Barabantseva,
Pelican, Speelman, Feng & Biao, 2019). Society in China becoming more internationally connected can
be seen to accommodate to the globalised environment that a World Cup would require of China’s main
areas, with the potential of diverse groups of fans travelling to the host country.
ATTITUDES TOWARD IMMIGRANTS AND FOREIGNERS

The LGBTQ+ community in China is the largest market in terms of population, with China
said to have between 60-70 million people who associate themselves under the LGBTQ+
community, which is worth an estimated $300 billion to $500 billion in the nation (Wakefield
2020). Admittedly the progress of equality for people who represent as LGBTQ+ in China
hasn’t come as far as the community would have hoped for in terms of governing laws, as
an increasing number of countries continue to legalise same-sex marriage. In saying this,
for a country that follows morals passed down their family line and with people who
practice the philosophy of Confucianism, a construct of social values, institutions and
transcendent ideas of traditional Chinese society, progress is not easily achievable (Jun,
2018).
In its current climate, Chinese citizens continue to make strides in breaking down the
embedded dynamic of tradition that was prevalent in China and begin to show positive
growth toward society’s openness and acceptance of the LGBTQ+ community. In China’s
current climate, the social tolerance for LGBTQ+ communities grow by the day, and while
the governance has not acknowledged the communities need for same-sex marriage laws,
the community have demonstrated an acceptance of alternative identities (Fullerton, 2017).
The country is progressively moving and adapting toward an equally recognised community,
with the National People’s Congress, the country’s highest law-making institution,
acknowledging same-sex marriage petitions (Baculinao, 2020), publicly, which is a step
toward passing and protecting the rights of LGBTQ+ people in China.
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LGBTQ+ CHINA
ATTITUDES TOWARD LGBTQ+ COMMUNITY
Studies shows us that
almost half of
respondents don't tell
anyone that they're
LGBTQ+ (Speelman
2013)
The LGBTQ+
community in China
have an average age of
23 (CME 2014)
Source: (Speelman 2013)
LGBTQ+ CHINA

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TREATMENT OF
WOMEN IN CHINA
One decade ago, the Republic of China was ranked 61st in the World Economic Forum’s Global Gender Gap
Index (2010). Surprisingly, China’s ranking has since fallen a staggering 45 places. Although, admittedly, it’s
difficult to identify exactly why this is, there are a few social, cultural and political factors that can be
attributed to the widening gender gap that we observe today.
China’s one-child policy has proven to be a complicated mixture of both detrimental and beneficial to the
health, well-being and success of Chinese women. On one hand, families are forced to invest their financial
resources into their daughters, granting these women the opportunity to pursue higher education and
(potentially) land a more ‘prestigious’ job. However, despite women occupying a large sector of the
workforce, most job listings are still targeted at men, and male-dominated careers have little to no tolerance
for women with children. On the other hand, due to a historic preference for male children that is still
prevalent in modern Chinese society, the conception of a female child can lead to “gender-selective and
forced abortions” (Dawson, 2019) and a potential population imbalance.
Unfortunately, female discrimination is not only prevalent in the home and workforce, but in advertising, too.
Despite the existence of laws that prohibit the use of discriminatory content in advertising – such as Article
9.9 of the Advertising Law of the People’s Republic of China – China has bore witness to a slew of sexist
advertisements from companies like Audi, Ikea, Sony and more. In part, the problem lies with the wording of
“ethnically, racially, religiously or sexually discriminatory content” (2015). While some of these problematic
advertisements might not be explicitly discriminatory in nature, they are still demeaning and degrading to
women, and promote an outdated narrative that is harmful to the female perception.
0 20 40 60
China
Vietnam
Taiwan
Singapore
USA
UK
Japan
Global
Many countries in Asia with a Confucian-based
system consider men to be superior to women in
the workforce. Despite the history of female
discrimination in the country, China lead the world
in Women in Senior Business positions with 51%
(Lian, 2013). This shows a positive sign of change
in China, in aim of future progress for female
opportunities.
Source: ( Lian 2013)
WOMEN IN SENIOR BUSINESS POSITIONS
TREATMENT OF
WOMEN IN CHINA

Content Creator
Due to the influence of Western culture on the world, many stereotypes and misconceptions that
have gained prominence about Chinese culture aren’t necessarily true. One of the most common
stereotypes of Chinese people is that all people from the nation are geniuses. As outlined in Culture
Vulture blog (2020), the role of representation in Hollywood of glasses-wearing mathematics
geniuses is what influences society’s misconception of Chinese people, along with the belief that
Communist authorities aim to drain creativity out of society. Another misconception of Chinese
culture is that Chinese people are martial artists. As discussed, Chinese people are commonly
underrepresented in roles in Western productions, which leads to many incorrect assumptions
about Chinese culture, further reinforcing stereotypes (Culture Vulture, 2020). While not every
citizen in China is trained in martial arts, it still has deep roots within Chinese cultural history
(Culture Vulture, 2020). In fact, China’s cultural values derive from the most important element in
Chinese culture - Harmony. The theory of Harmony encompasses the basic principles of nature,
society and humanity in Chinese culture (Kilarski, 2008). In Chinese culture, Kilarski (2008) states
that the principle of Harmony acts as a prerequisite in "cultivating one’s morality, protecting one’s
family, governing one’s nation and stabilising the world."
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STEREOTYPING
IN CHINA
STEREOTYPING
IN CHINA
Steretypes with in China, Source: (China File 2014)

ADVERTISING
TO CHILDREN
Article 10 of the Advertising Law of the People’s
Republic of China prohibits advertisements that
pose a threat to the physical and mental health of
minors. Furthermore, the law provides a strict
guideline of what can and cannot be advertised
to minors. Medical services, drugs, tobacco,
liquor, cosmetic products and network games are
among a few of the prohibited goods and
services.
Article 40 requires advertisements targeted at
minors to not contain “any inducement of such
minors to ask their parents to purchase the
advertised goods and services” (2015). This is a
curious demand, as the fundamental objective of
most children-targeted advertising is to entice.
Furthermore, most children are unable to make
purchases independent of their parent or
guardian. At the very least, an adult should be
consulted first. This law seems to be
counterproductive at a fundamental level.
Global Population
87%
Children of China
13%
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271 Million
Children
As of 2015, China have 271 Million children,
the second largest in the world (CDB 2018)
Children in China make up 13%
of the global population (CDB 2018)
ADVERTISING
TO CHILDREN

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LAW AND
CULTURAL
CONSIDERATION
Inaugurated in September of 2015, the Advertising Law of the People’s Republic of China is a set of
legally-binding guidelines and restrictions pertaining to all forms of advertising within the Republic
of China. Article 9 of the Advertising Law encompasses most cultural considerations – many of
which have been distinctly influenced by Confucianism and nationalism, which, as previously
discussed, are at the core of China’s cultural values.
Article 9.1 of the Advertising Law prohibits the use of national symbols such as the national flag,
national anthem and national emblem in all advertisements. Similarly, Articles 9.2 and 9.3 prohibit
the mention of state authority and state members, as well as specific wording that references or
pertains to the concept of nationalism and superiority – such as “highest” and “best”. While these
articles are inarguably reflective of a core cultural value – nationalism – they are also indicative of
some of the political values of the state. Articles 9.5 to 9.10 address some of the ethical concerns –
or “issues” – of the state. The first three articles (9.5, 9.6, 9.7) concern the disturbance of “social
stability”, privacy violation and the impairment of personal or property safety via advertising. There
is a notable emphasis on the collective as opposed to the individual. The law declares that
advertising must not “damage public interest” or “disturb public order” – instead, it seeks to
preserve mass unity, harmony and peace. However, these laws might also prove to be a scapegoat
for censorship, as the ambiguity of terms such as “public interest”, “public order” and “social
stability” could be an excuse for the state to censor certain information (via advertising) that they
deem to be ‘prohibitable material’.
Article 9.9 pertains more to social ethics. It prohibits the use of ethnically, racially, religiously or
sexually discriminatory content in all advertisements. Unfortunately, some problematic
advertisements have still managed to slip through the legal cracks in recent years – for instance, the
infamous Qiaobi ad in 2016. This calls to question the reliability of the law as it pertains to
advertising. Is there a degree of subjectivity involved? Is it undermined by overarching social values?
Article 9.10 forbids advertising that facilities harm to the environment and natural resources. A
report from the Environmental Health Perspectives (Kan, 2009) reveals that China does have its
share of environmental problems – from air pollution to water shortages to desertification.
LAW AND
CULTURAL
CONSIDERATION

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Considering the magnitude of China’s population, the preservation of the environment is an
important ethical concern that should not be overlooked. The preservation of cultural
heritages is also protected by the law. Article 10 asserts that advertisements shall protect the
physical and mental health of vulnerable groups, such as minors and disabled people.
According to the United Nations, approximately 6% of China’s 1.393 billion population consists
of people who have one or more disabilities. Their comfort and protection should be of the
utmost importance.

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KEY RECOMMENDATIONS
China has strong potential as a 2030 FIFA World Cup host and the key reasons will be outlined. They
have yet to host the FIFA World Cup, but in 2021 they will unanimously be appointed as the hosts of
the FIFA Club World Cup (FIFA, 2019). By being appointed host, China has the opportunity to set up
stadiums and other venues that would be necessary to host the main FIFA World Cup in 2030. There
are already eight cities with the required facilities and stadiums that have been announced to host the
FIFA Club World Cup tournament (CFA, 2019). With this experience being comparable to a dry run it
can be seen why China has strong potential for the 2030 FIFA World Cup. This will also function as a
way to establish if there are any culture clashes with FIFA Executive Committee, if there are any
differences in cultural values they can be corrected and/or addressed before 2030.
China has strong potential as a 2030 FIFA World Cup host and the key reasons will be outlined. They
have yet to host the FIFA World Cup, but in 2021 they will unanimously be appointed as the hosts of
the FIFA Club World Cup (FIFA, 2019). By being appointed host, China has the opportunity to set up
stadiums and other venues that would be necessary to host the main FIFA World Cup in 2030. There
are already eight cities with the required facilities and stadiums that have been announced to host the
FIFA Club World Cup tournament (CFA, 2019). With this experience being comparable to a dry run it
can be seen why China has strong potential for the 2030 FIFA World Cup. This will also function as a
way to establish if there are any culture clashes with FIFA Executive Committee, if there are any
differences in cultural values they can be corrected and/or addressed before 2030.
China has been a part of FIFA from 1931–1958, and then again from 1979, and during this period
China’s national team has only ever made a single appearance at a FIFA World Cup, in which they were
solely defeated without scoring (FIFA 2002). This lack of participation and success in the previous FIFA
World Cups may be viewed as a negative mark towards China as a host. However, with there still being
two World Cups held before 2030, this may change.
KEY RECOMMENDATIONS

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CONCLUSION
To conclude this proposal, we urge the FIFA executive board to consider our proposal
for China becoming the host of the 2030 World Cup. The position of economic influence
and social change brought on by the nation, positions China to host a successful
tournament.
While the country is still developing on social issues that have constructed the society
for many decades, attitudes that have digressed china in becoming a socialist nation,
such as the mistreatment of women are beginning to show signs of improvement, with
women now being given a greater opportunity in places such as the workforce, than ever
before.The country’s core values of harmony and peace are suited in embracing all
differences and cultures that will be travelling to the world cup and committed in
creating a diverse atmosphere. The progress China have made in humanitarian positions
such as the treatment of immigrants, shows that China is becoming increasingly more
connected with other nations in the modern day. This allows China to meet the
globalised requirements set out for the country to embark on another major sporting
event, like the Olympics, previously.
While the stereotypes of Chinese people are still prevalent in western culture, the
Chinese people are proud of the values and tradition that still influence the country
today. From the constructs of traditional Chinese values, society continue to progress in
becoming increasingly more accepting of the LGBT+ community, with China in fact
maintaining the largest LGBT+ economy worldwide. Consistent progress will see
government sectors acknowledge the demands for same-sex marriage in the near-
future. Furthermore, the appropriate measures in advertising Laws have been put in
place to protect risk associated with advertising to children .
With a government and community that is excited about the forecasted growth in
Footballing possibilities, and with the audition in hosting the next Club World Cup, the
country of China is primed in preparation of hosting their first edition of the FIFA World
Cup in 2030.
CONCLUSION

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Content Creator
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