On April 13, the first official licensed merchandise store for the Changchun Winter Universiade made its debut on the third floor of "The Hill". Unveiled alongside the debut were more than 170 licensed products that span apparel and accessories, non-precious metal items, ceramics, daily goods, and handicrafts, drawing large numbers of eager visitors.

Stepping into the store feels like entering an ice-and-snow cultural "treasure trove". In the apparel section, a full range of T-shirts, hoodies, polo shirts, and caps featuring the event emblem is on display. The non-precious metal section offers finely crafted tinplate and metal badges, all being ideal souvenirs of the Games. The ceramics section showcases creatively designed classic and colorful mugs that come in useful while carrying aesthetic appeal. In the handicrafts section, distinctive items such as Songhua stone teacups and intricately carved openwork stone plates highlight the beauty of Jilin's traditional craftsmanship. 　　

According to Wang Hongyan, Deputy Head of the Licensing Group under the Market Development Department for the Changchun 2027 Winter Universiade, the product lineup will eventually cover 16 major categories and more than 760 items. Additional product lines—including precious metal collectibles, plush figurines, and digital accessories—will be rolled out in phases to meet diverse consumer needs for both collection and everyday use.

Among these products, a double-sided eco-friendly canvas tote bag has proven especially popular. "This is one of our signature products," said Wang. "One side features the official emblem of the Games, while the other showcases hand-drawn illustrations of Changchun's major scenic spots and landmarks. With its reversible beige-and-green design, it is both practical and versatile." By blending the event's IP with elements of the city, the product has quickly gained favor among customers. 　

Songhua stone products have also emerged as a signature offering in the store. Items such as teacups and bracelets combine practical use with wellness value, serving not only as event memorabilia but also as vivid carriers of local culture. "We have deeply integrated Changchun elements and Jilin features into our product design, so that each licensed item becomes a window for telling the story of Changchun and promoting its ice-and-snow culture," Wang added.

In addition to the flagship store at "The Hill", nearly 20 licensed merchandise outlets will be opened across locations such as Chunjingxi and Xinmin Street historical and cultural blocks, which are expected to open before the May Day holiday. Visitors and residents alike will soon have multiple venues to pick their favorite cultural and creative products. Notably, a licensed merchandise store will also be launched at Beijing National Stadium (Bird's Nest), in an effort to extend the reach of this winter sports spectacle nationwide.

Source: Jilin Daily  Editor: Liu Jiadi