Mexico City Opens Cafe for Fans of Eliminated Teams

Amidst the sea of green that swept through Mexico City after the country's victory over Ecuador in the World Cup Round of 16, one place defiantly hoisted the Ecuadorian national flag. This spot welcomed all downtrodden fans of Mexico's "opponents" to a place where they could feel truly accepted.

"Welcome to Losers Cafe, a coffee shop in the cosmopolitan Condesa neighborhood that comforts fans of losing teams," Reuters reported.

Each morning, small flags representing the defeated teams are raised at the cafe's entrance to foster a sense of community. Inside, a complimentary drink awaits those who arrive wearing the losing team's jersey. Even the napkins bear the message, "wipe away your tears."

Twenty-four-year-old photographer Monse Aguilar, a supporter of the South African team, arrived at Losers Cafe this morning, hours after her country fell 0-1 to Canada in the first knockout round. She appreciates both the concept and the feeling it provides.

"It's like a hug for the heart after a loss," she said, sipping her free drink. In fact,

Losers Cafe is the brainchild of Swedish alternative dairy brand Oatly, which then partnered with Ian Infante, the cafe's owner. Infante, whose establishment is actually called Compay Cafe, said he loved the idea. The 38-year-old, originally from Venezuela, started the shop as a street stall in the nearby Roma neighborhood before it evolved into a classic establishment elsewhere.

As an immigrant, he said, he immediately understood the "void left by the loss of a beloved team" and the lack of a place for suffering fans to find solace.

However, passersby initially struggled to grasp the concept. Many walked past the cafe, finding it difficult to understand its purpose.

"When they walked past my window, people would say, 'I'm not a loser.' But once we explained how it worked, they understood and started to enjoy it more, feeling a little more connected to the defeat," Infante was quoted as saying by BTA.

Rocio de la Cuadra Diaz, Marketing Director for Oatly Mexico, explained how the company chose to launch in Mexico City – rather than in one of the US or Canadian cities also hosting World Cup matches – due to "the brand's rapid growth in Latin America and the local sense of humor."

"The concept of creating a cafe for losers in Mexico made sense because we almost always lose," De la Cuadra stated.

Now, with Mexico having won its first knockout match in 40 years, that mentality might be shifting. Mexican fans are praying for El Tri to pull off a historic upset in their clash against England (3:00 AM Bulgarian time on Monday morning). And if not, Losers Cafe will always be there, waiting with open arms and free drinks.