National 9 (Spotlight Weekly)

Business Strategy

Restaurants and theaters attempt to exploit the popularity of World Cup 2002 to improve their sagging business

By SANJAYA DHAKAL

Ramesh Acharya is an avid football fan. The FIFA World Cup that is organized every four years is like a Dashain festival to him. He makes it a point to watch almost all matches of the tournament.

Acharya, a student of BBS, does not watch the game alone. "Watching with friends has its own charms. It adds excitement and euphoria," he said.

People watching World Cup live in a resturant : Enjoying the action

This year Acharya has found watching the World Cup even more enjoyable, as reputable restaurants and theaters have been showing the matches live on big screens. People, especially youths, are found munching momos and sipping beer while at the same time keeping tab on their favorite teams.

Youths like Acharya are found thronging Bakery Cafe or Guna Cinema to watch the matches live in big screens. "It was really disappointing to witness my favorite Argentina defeated by England," said crestfallen Acharya who also lost Rs 500 on a bet in that match. Betting money among friends and colleagues is one of the favorite pastimes of Nepalese youths these days.

With tourism coming down by 50 percent, the big restaurants were feeling the heat of economic recession that has gripped the entire country. Likewise, theaters were running empty for the last couple of months following the imposition of state of emergency and eventual restriction of people's movement.

Both restaurateurs and theater-owners have found the World Cup as an opportunity to give new lease of life to their sagging business.

Almost all reputable restaurants have put up big screens. "It has become a part of competition. If you don't have big screen you are going to lose your customers," said a restaurateur. Likewise, major theaters like Guna and Hiraratna have suspended their usual Bollywood film shows and replaced it with live matches.

Apart from restaurants and theaters, even small time shoppers are cashing on the popularity of the game. T-shirts showing players like Batistuta, Veron, Luis Figo, Zidane as well as national football dresses of countries like Argentina, Germany, Italy and so on are selling like hot cakes.

As the league matches of the tournament are coming to an end, the euphoria surrounding the game is building into a crescendo. Naturally, the business cashing on the game will pick up in coming weeks.

Despite the initial hiccups by the teams like Saudia Arabia and China, co-hosts South Korea and Japan have saved the grace of Asian teams. Both the teams stand fairly good chance of entering the second round - a feat rarely accomplished by Asian teams so far. Japan and South Korea both have won four points as yet by winning one match and drawing another.

The good showing by Asian teams, too, have added to the popularity of the tournament in the country. At a time of extreme economic downfall, brisk business, even if it is inspired by a football tournament organized half way across the world, has come as a welcome respite to lots of entrepreneurs.

On the other hand, the tournament also has had a sobering effect on tens of thousands of youths who are taking a much-deserved break from the news of persisting violence and killings in their own backyards. "For one month at least, we will be immersed in football tournament and will be able to divert our minds away from violence. Lets hope after this month passes, things will ease in the country for good," said Acharya. Such short respites could go a long way in healing the psychological scar that is imprinted on every Nepalese individual today.