Net result? How a Hong Kong dim sum restaurant went big on the World Cup

At a century-old teahouse in Hong Kong, a crowd of about 30 people huddled around tables packed with dim sum on a Thursday morning as they watched South Africa score against South Korea in the World Cup. Lin Heung Lau’s branch in Sheung Wan has become one of the city’s most unlikely venues for catching football after it opted to capitalise on the World Cup, with its design and marketing director saying the establishment had reaped several benefits.

The business spent more than HK$200,000...