Videos of English football legend Michael Owen having soup, carrying baskets of lychees and dining at an eatery in south China's Guangzhou have gone viral on Chinese social media platforms. Owen was in the city to attend a game of Yuechao, or the Guangdong City Football Super League, the latest regional amateur football league in China to have captured the attention of fans. From Guizhou's Cunchao (Village Super League) to Jiangsu's Suchao (Jiangsu Football City League), these amateur leagues are much more than just football – they help communities promote their local culture while boosting tourism and consumption.