The FIFA World Cup has always been more than just a soccer tournament, but the 23rd World Cup has taken things to a whole new level. This year’s tournament is held in three countries—the United States of America, Mexico, and Canada, the most countries any World Cup has done. It’s also expanded from the usual 32 teams to 48 teams, which is the most matches of any World Cup tournament.
While the matches are the main attraction, some of the biggest highlights have happened off the field. Fans from around the world have gone viral for bringing their traditions to North America. One of the most viral moments has been Norway supporters performing their famous “Viking Row” chant at stadiums, on New York City subway trains, and in Times Square. Videos like these have spread across Tiktok and Instagram, showing how the World Cup can turn everyday attractions into fan experiences.
For many international visitors, the tournament has also been a chance to experience American culture for the first time. Social Media has been filled with creators documenting trips to places such as Walmart, Sephora, or even Raising Cane’s, giving others an insight into a new culture. What might seem ordinary to Americans has become a fascinating part of the World Cup experience for people around the globe coming together.
Of course, the action on the field has been just as exciting. Lionel Messi scored his 20th World Cup goal, while Kylain Mbappe was on the losing side due to his first ever penalty miss of his World Cup career. Regardless of whether people are celebrating their milestones or watching surprising moments like USA qualifying for the Top 16, every match has sparked conversations online and the World Cup has caught everyone’s eye.
What makes this year’s tournament feel different is how quickly these moments become part of internet culture. A fan chant, a first visit to Walmart, or a goal that made history can reach millions of people within hours. Even if someone isn’t a huge soccer nerd, they are likely to come across World Cup content while scrolling social media. This tournament has become just as much about the people, the travel, and the shared experiences as it is about the competition itself.
The 2026 FIFA World Cup is proving the World’s biggest sporting event is also one of the biggest cultural events. From unforgettable matches to viral fan moments, it’s bringing people together in ways that go far beyond the game. Whether you are watching soccer, social media trends, or the atmosphere, the thing that is clear is that this World Cup is making history both on and off the field.