World Cup fever is sweeping the globe. Scarves, jerseys, plush toys, and other merchandise continue to fly off the shelves, bringing the World Cup spirit to fans everywhere.

Behind much of this excitement is a small Chinese city that emerged as an early World Cup winner: Yiwu, the source of 70% of the tournament's merchandise.

How did Yiwu in east China's Zhejiang Province pull it off? Watch the video and step inside the city powering the World Cup atmosphere.

Produced by Xinhua Global Service ■