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Even for those who normally shy away from anything to do with the sporting world, it is becoming increasingly difficult to ignore the wave of excitement building over the streets of Jakarta.

While motorcycle taxi drivers, small shop owners, college students and investment bankers may rarely cross paths, many have become focused on the same single event: the start of the 2010 FIFA World Cup in South Africa.

“I’m very excited about the start of the World Cup tonight,” says Sudewo, a die-hard football fan and senior student at the University of Pelita Harapan.

Sudewo says that like many others he will watch tonight’s opening match between Mexico and hosts South Africa in the comfort of his living room, though he insists he will wear the colors of his favorite team, English club side Arsenal.

The owners of Jakarta’s pubs and bars, however, not only have a festival of football to look forward to, but also the prospects of increased business. While their venues are not always full throughout the World Cup month depending on which teams are competing, the first day of the World Cup is always a big celebration among football fans and a sure winner for their businesses.

“Based on our experience four years ago, we expect many people to come here tonight,” projects a spokesperson from the Hard Rock Cafe, a popular bar located in Plaza Indonesia. Friday nights are already busy enough for this popular destination, but the World Cup fever will certainly add to the ringing of the till.

Kemang’s Die Stube, a German bar and restaurant equipped with a big screen and three flat screen televisions, is also expecting close to a full house tonight.

“A large part our visitors are expatriates, including Germans, Koreans and Japanese people, and they are all beyond excited for the World Cup,” says Elizabeth, its marketing manager. “Many people have also made reservations in advance.”

She says that her customers range in age from young adolescents to older adults. “We expect older people to come and celebrate over dinner. Younger people come a little later, from around 11 p.m. to 1 a.m.”

Those who can afford to go to a bar or restaurant to watch the game are of course not the only ones who will be celebrating — cab drivers, small shop owners and security guards will also excitedly huddle around shared televisions as soon as the match commences.

“Tonight, my friends and I will watch the football match together in the canteen,” says Waryo, a security officer at Plaza Semanggi. He believes more than 40 people will show up – a group that demographically includes fellow guards, cab drivers and personal chauffeurs.

“In this match, I’m fully rooting for South Africa.” He says, fully convinced that the host team will win. Some of his peers strongly think otherwise.

Less exciting news is the traffic. Fridays are notorious as being a bad day for driving, but the Traffic Management Center suspects it could worsen as fans make their celebratory journeys out to public places. The chances of rain tonight does not make prospects any better.

Seeing the expressions of jubilation on the faces of Indonesia’s enthusiastic football fans, however, these factors will surely fail to act as any deterrent.