The host city of the forthcoming 31st Summer World University Games, Chengdu, in Southwest China’s Sichuan Province, is accelerating its promotion of over 1,000 licensed products themed around the event’s endearing panda mascot, Rongbao. The merchandise, spanning 18 diverse series, is part of the city’s efforts to build anticipation and create a celebratory atmosphere for the Games.
Miao Yuyuan, a representative from the Games’ Department of Publicity, revealed at a recent press conference that the city has partnered with 80 franchise enterprises to produce an array of Rongbao-themed items. These franchises include companies involved in the production of merchandise for ‘Bing Dwen Dwen,’ the beloved mascot of the Beijing Winter Olympics. The range of products is vast and includes toys, badges, stationery, and stamps.
Over 400 licensed retail outlets offering Rongbao merchandise have been strategically established in commercial zones, popular tourist sites, and subway stations across the city. Furthermore, these themed products are accessible to customers nationwide through various e-commerce platforms.
A line of Rongbao-themed lottery tickets has proven to be a big hit, breaking sales records for instant lottery tickets in Sichuan Province. The sales revenue from these tickets has already surpassed the 300 million yuan ($41.7 million) mark, Miao noted.
Leveraging Rongbao’s soaring popularity, Chengdu is seeking to foster a nationwide enthusiasm for the Games. The intent is to utilize the licensed products not only to promote the event but also to amplify Chinese culture and share the unique narratives of Chengdu. One way the city has done this is by incorporating the image of Rongbao into the torch relay event for the Games, which took place in June and July.
Moreover, a series of engaging short videos featuring Rongbao’s love for food, music, socializing, and sharing are currently being disseminated on various social media platforms. The aim is to further familiarize audiences with Rongbao, fostering a deeper connection with the mascot and, by extension, the forthcoming Games.
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