The World Cup reminds us that the way to a visitor's heart ... is through their stomach

The World Cup’s latest lesson in soft power may have nothing to do with goals or trophies, and everything to do with the humble Waffle House. As fans descend on host cities this summer, organizers are betting that the true gateway to cultural connection lies not in grand stadiums or official programs, but in the unassuming diners, street carts, and local eateries where visitors are most likely to feel at home. Food has long been a universal language, but its role in international events is evolving from mere hospitality into a strategic tool for diplomacy, economics, and even security. When a global audience experiences a country’s cuisine—whether through the 24-hour comfort of a Waffle House in Texas or the spice of a São Paulo pastel—it does more than satisfy hunger. It builds trust, normalizes unfamiliar places, and subtly reshapes perceptions. This isn’t the first time food has taken center stage at a major sporting event. The 2016 Rio Olympics showcased Brazil’s vibrant food culture as a counterpoint to security concerns, while Qatar’s 2022 World Cup used lavish catering to distract from human rights criticisms. But the shift feels more deliberate now. Host nations are increasingly treating their culinary identity as a non-negotiable part of the experience, deploying it to counterbalance the logistical headaches or political controversies that often dominate headlines. The message is clear: if you can make someone feel at home in a Waffle House on a late-night hunger strike, you’ve already won half the battle of making them feel at home in your country. What’s less certain is whether this culinary charm offensive will outlast the tournament. Will the partnerships between local food businesses and event organizers create lasting economic benefits, or will the pop-up eateries fade once the cameras move on? And as climate change and supply chain disruptions threaten global food systems, how will host cities balance the demand for authenticity with the practicalities of feeding hundreds of thousands of visitors? The World Cup’s food moment may be fleeting, but its implications for how nations project soft power through daily culture could be permanent.