China's National Games Boosts Popularity of Cultural Merchandise

Cultural merchandise emerging from China's National Games has significantly enhanced consumer engagement and stimulated economic activity, reflecting a growing enthusiasm for sports across the nation. Experts have indicated that this vibrant market for sports-themed cultural products, backed by intellectual property, is creating a multiplier effect that not only ignites public interest in sports but also propels consumption upward.

At the 15th National Games venues, the streets are filled with spectators proudly displaying backpacks emblazoned with the mascots 'Xiyangyang' and 'Lerongrong.' This striking accessory, known as the 'Guangzhou Joy Bag,' has garnered immense popularity nationwide. Lead designer Zeng Zhenwei shared insights with the Global Times about the inspirations behind this trendy item.

In crafting the design, Zeng focused on the distinctive bright, expressive eyes of the mascots 'Xiyangyang' and 'Lerongrong.' He explained, 'I magnified the dolphin-inspired facial features and directed the signature large eyes outward for immediate eye contact with passersby.' This approach resulted in a playful interaction, compelling onlookers to feel both engaged and curious.

The vivid reaction following the opening ceremony validated this concept, as countless individuals paused in their tracks, captivated by the mascots' 'talking eyes.' Zeng remarked on seeing the design evolve into a symbol of Guangzhou's urban identity, expressing that the level of public enthusiasm has surpassed their expectations.

Another vital element of the 'Guangzhou Joy Bag' was its broad reach across diverse age groups and lifestyles. Zeng emphasized, 'The greatest strength of the design lies in its resonance with all demographics — young and old alike,' highlighting the rarity of a single product appealing to such a varied audience.

To cater to this diverse interest, the team created four different designs, one specifically for athletes and three offered randomly in a 'blind box' format. Zeng highlighted that these varying patterns were crafted to meet different aesthetic preferences, contributing to the bag's widespread acceptance.

Moreover, Zeng insisted that a successful cultural product should not only capture attention visually but also serve practical purposes. He expressed hope that the bag would endure as a lasting symbol of Guangzhou, made from durable, waterproof materials that are safe for everyday use. He believes its sentimental significance transcends its price.

Items featuring the mascots have reportedly sold out in minutes, with the 'Three Kingdoms Lion Dance' blind box becoming the top seller, leading to a one-per-person limit. Store staff disclosed that restocked items vanish almost instantly; for instance, lion dance blind boxes become available at 10 AM, but eager customers often line up as early as 7 or 8 AM.

Shoppers seeking the popular mascot merchandise have traversed various stores throughout Guangzhou, with many even making trips from other cities, yet still finding it difficult to secure the coveted blind boxes. Social media platforms are flooded with inquiries about the location of specific items.

According to Peng Hao, deputy general manager of Guangzhou Cultural Group's industry operations unit, sales took nine months to reach 5 million yuan earlier this year, but in just the first ten days of November, sales approached 10 million yuan, indicating an unexpected surge in demand.

Peng added that the blind-box series is experiencing a particularly strong sales performance, with designs inspired by the Three Kingdoms lion dance and other themes enjoying limited availability. Factories are ramping up production to meet the escalating demand, with significant restocks anticipated soon.

Zhang Yi, CEO of the iiMedia Research Institute, pointed out that the successful rollout of intellectual property merchandise this year has effectively attracted younger consumers and drawn in buyers from beyond the Greater Bay Area. He noted that the market is demonstrating a robust demand for cultural and creative products, highlighting China's wealth of content resources and the potential for significant market growth through storytelling coupled with recognizable IP.