Lionel Messi is widely known as the GOAT of football, inspiring a manufacturer in Yiwu to create a goat-like plush toy wearing a blue-and-white striped jersey and bearing a striking resemblance to Argentina's number 10. It has quickly become a fan favorite.

Yet this World Cup, the city's success is about far more than a single viral souvenir. In eastern China's Zhejiang Province, the company behind the soft toy has spent years building partnerships overseas, securing official licensing agreements with eight national teams and eight top European football clubs. It currently holds 39 patents and 32 registered trademarks.

Long known as a global manufacturing hub for small commodities, Yiwu is increasingly shifting away from contract manufacturing. Local businesses are steadily investing in original design, intellectual property and brand-building initiatives. They are expanding their presence in global markets in ways that extend well beyond the football pitch.