World Cup Jersey Shortages and Changing Trends in Nepal’s Fan Culture
After Lionel Messi scored a hat-trick against Algeria, Janak Nyaupane, manager of a company that has been engaged in jersey business in Nepal for over three decades, said, “Demand for Messi jerseys is definitely going to increase!” The sale of jerseys bearing favorite players’ names and team numbers is a familiar sight in Nepal every World Cup season, appearing in restaurants, city streets, and alleyways about a month before the tournament. However, this time, the scene is somewhat different. Fans who seemed calm until recently have suddenly become active, a shift observed by jersey vendors. There is a shortage of jerseys in the market, and the ways fans celebrate the World Cup are evolving as well.
19-year-old Anju Gurung is a fan of Portugal’s star player Cristiano Ronaldo. However, she has been unable to find Portugal’s regular red home jersey or even the white away jersey in the market. She said, “I will keep searching as long as I can, but if not, I will have to settle for the red jersey this time.” Sellers report that demand for jerseys has surged widely only at the last minute, making it difficult for traders to meet the needs. Recently, schools requesting students to wear World Cup jerseys on campus has further increased demand. Many schools in Kathmandu have issued such notices, although they emphasize that this is not mandatory.
A parent commented, “When everyone else wears jerseys, you cannot forbid your children from wearing them. I visited stores but could not find the jersey I wanted.” Many restaurant and office staff have also been wearing jerseys of various countries while serving customers, which vendors say has further accelerated demand. Jerseys from Argentina, Portugal, and Brazil generally lead demand in Nepal, and this World Cup, the same tradition appears to be continuing. Sumina Paudel, who runs a jersey store in Kuleshwor, stated, “Most of the high demand is for Argentina jerseys, followed by Portugal. But due to the shortage of stock, we cannot meet all the orders.”
Merchants attribute the jersey shortages primarily to reduced imports from abroad. Since mid-April, Nepal’s government has mandated disclosure of maximum retail price (MRP) and proper labeling at customs for imported goods. However, foreign companies have refused to assign separate MRPs for Nepal and opposed the requirement to attach thousands of stickers on products at customs. As challenges increased, the government relaxed rules to allow importers to declare MRPs at customs for clearance. Nonetheless, as the World Cup is already underway, uncertainty remains, which may result in products not being available according to demand.
Sumina explained, “We get stock through wholesalers, but because of the MRP issue, imports have decreased and we cannot supply items as demanded, especially for popular products.” Uttam Nyaupane, managing director of Kelmy Nepal, also expressed concerns that the MRP controversy could create product shortages in the market. He noted, “Our brand’s jerseys are worn by the national teams of Jordan and Bosnia and Herzegovina. Demand for those is not high. We do not sell other brands. But I have heard about jersey shortages.” However, the shortage is not in common jerseys but specifically in ‘player quality’ jerseys. According to Janak Nyaupane, although demand is very high, traders have started manufacturing jerseys locally in Nepal to meet demand. Player-quality jerseys are particularly hard to find. He said, “Unlike previous years when cheap jerseys hung in small shops, now jerseys are found mostly in clothing stores but player-quality jerseys are as rare as finding gold.”
Consequently, fans wear whatever jerseys they can find to express their support. Unlike previous years, there are fewer supporters seen donning Brazil’s iconic yellow jersey in the streets. The colorful, lively scenes usually observed in market squares and alleys are also less frequent. The ways of watching and supporting the World Cup are shifting as well. With growing influence of social media, fans have begun recognizing and supporting various players worldwide. Previously, families commonly wore Argentina or Brazil jerseys and posted together on social platforms. Now, this trend is changing. Janak Nyaupane remarked, “Now in a family, parents and children often choose different jerseys. It’s common to see four different jerseys worn by four family members under one roof.”
He further noted that demand for jerseys from Asian countries has increased compared to the past. Also, the impact of matches taking place in North America affects Nepalese fans differently. In previous World Cups, restaurants would be bustling with patrons, but the nighttime matches and inconvenient timings have affected business this time. As a result, many fans prefer to enjoy the World Cup from home. Nonetheless, jersey demand in Nepal remains as high as ever. Argentina’s popularity is even more pronounced due to Messi’s influence, but the number of fans seeking jerseys from other nations has also grown noticeably. This reflects a changing style of sports enthusiasm among Nepalese supporters.