The opening of the 31st World University Games in Chengdu, Southwest China’s Sichuan Province, has not only marked the beginning of intense athletic competition but also ignited a cultural phenomenon off the field, manifesting in an extraordinary sales boom for the Universiade’s creative and cultural products.
The streets of Chengdu have become a hotspot for local residents and international tourists alike, who are lining up outside the official souvenir shops of the Universiade. More than just retail outlets, these shops offer a one-stop cultural and creative shopping experience. They’ve also become platforms for sports and cultural exchanges among university athletes and fans from all over the globe.
A significant highlight of this phenomenon occurred on Sunday with the opening of the Dong’an Lake Superstore at the main stadium of Dong’an Lake Sports Park. This Universiade-licensed commodity retail store quickly attracted crowds of enthusiastic shoppers, including Chengdu residents, international reporters, and athletes.
FISU Acting President Leonz Eder, who attended the opening ceremony, expressed admiration for the wide array of products on offer, particularly praising the panda-themed items. His sentiments were shared by Gianni Merlo, president of the International Sports Press Association, who applauded China’s warm and open attitude reflected in the well-furnished licensed retail stores and the series of exciting cultural activities organized for the Games.
The panda mascot for the Games, Rongbao, has become a symbol of Chengdu Universiade and a favorite among customers. Store manager Chen Yuezhong reported that products like Rongbao figurines priced at 299 yuan ($41) each sold out on the first day of opening. “We have restocked many items several times, but demand still exceeds supply,” Chen remarked.
Even manufacturers of Rongbao products, like Shi Chunmei from Guangdong Hayidai toys company, have come to witness the Games and the overwhelming demand for these products. Shi expressed joy in seeing children carrying Rongbao backpacks produced by her company, emphasizing that their staff was fully committed to production.
The Universiade Village has further enriched this cultural exchange, with the licensed retail store becoming a hub for athletes to trade badges, especially panda-shaped badges that have turned into a hot commodity.
The Chengdu FISU Games has masterfully capitalized on this cultural phenomenon, recruiting 80 franchise enterprises and launching over 18 series of general products and more than 1,000 licensed products related to the mascot Rongbao. This vast range of products is not confined to the 400 licensed retail stores across Chengdu’s tourist sites and subway stations. Rongbao has also achieved immense popularity on e-commerce platforms like Taobao, where multiple livestreaming channels are simultaneously selling related merchandise.
In conclusion, the 31st World University Games in Chengdu has transcended the boundaries of a mere sporting event, giving rise to a cultural and creative phenomenon that resonates with the masses. The Universiade’s merchandise, particularly the panda-themed products, has bridged the gap between sports and cultural experiences, forging connections among diverse groups of people. The success of these products serves as a testament to the power of innovative marketing and cultural resonance, transforming mere souvenirs into lasting symbols of a shared global experience.
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