The matches are scheduled from late night until late morning Thailand time, from June 11 to July 19.
Chanon Koetcharoen, president of the Restaurant Association, anticipates customer behaviour during the tournament will fall into two categories: those who enjoy watching matches at public venues and those who opt to view them at home, reports the Bangkok Post.
The first group should help to boost sales at casual dining restaurants, pubs and sports bars. Establishments recognised for offering game screenings on TVs or projectors, or those with event-themed décor are likely to attract more customers, he said.
During major matches, some of these venues could be fully booked.
Meanwhile, those watching from home are expected to increase restaurant sales through food delivery platforms, with delivery sales projected to rise by 10% during the tournament compared with typical periods, said Mr Chanon.
However, the sluggish economic conditions may decrease spending per bill, he noted.
Chawapoj Thienthong, head of audio visual at Thai Samsung Electronics Co Ltd, said international sporting events typically drive a 15% increase in TV sales compared with ordinary periods.
During these events, consumers double their live viewing time from about two hours per day to four hours, he said.
Despite economic headwinds, the company reported significant growth in sales of premium TVs and those with screens 75 inches or larger.
Thai Samsung targets 5-7% sales growth for its TVs this year. Over the past 12 months, sales in its premium segment have increased by double digits.
To target this growing segment, the company launched its "Micro RGB" lineup in Thailand, featuring enhanced viewing through its "Vision AI Companion" and glare-free technologies.
Mr Chawapoj said Thai Samsung introduced AI Soccer Mode and AI Football Mode Pro to deliver smoother visuals, sharper clarity, precise motion, and immersive stadium-like audio for sports enthusiasts.
Vision AI Companion provides real-time match insights and highlights, while artificial intelligence-powered optimisation enhances picture and sound quality for a more realistic, seamless viewing experience.