Guangdong has long been a fertile ground for blockbuster mascots. From "Yangyang" of the 6th National Games and "Weiwei" of the 9th National Games to "Bing Dwen Dwen" of the 2022 Beijing Winter Olympic Games and now "Xiyangyang" and "Lerongrong" of the 15th National Games, multiple phenomenal mascot IP products were either created in or powered by Guangdong, continuously transcending the boundaries of sports to become national favorites.

Since their debut, "Xiyangyang" and "Lerongrong" have surged in popularity. Their licensed merchandise has become a hit at the dedicated counter on Beijing Road in Guangzhou, with monthly sales up 163% month-on-month and weekend foot traffic doubling. Young consumers have emerged as the primary drivers of this trend, fueling the conversion of online buzz into offline purchases through sharing photos on social media and creating memes. Popular merchandise even sold out at one point.

Behind this wave of enthusiasm lies a triple foundation of creative design, cultural resonance, and industrial strength. The mascots "Xiyangyang" and "Leirongrong", which were inspired by the Chinese white dolphin, weave together the cultures of Guangdong, Hong Kong, and Macao through the colors of red kapok flowers, purple bauhinia, and green lotus. Their endearing designs blend regional identity with emotional warmth. The core creative team from the Guangzhou Academy of Fine Arts boasts rich experience in designing sports IPs, while Guangdong's flourishing creative design industry thrives like an "ecological rainforest", nurturing numerous nationally popular IPs.

A robust manufacturing industry safeguards IP commercialization. Dongguan, China's "Capital of Designer Toys," is home to more than 4,000 toy enterprises, while Chenghai, a district of Shantou, accounts for 60% of the global toy market share. Its mature industrial chain enables rapid transformation from design to mass production. Companies also incorporate AI technology to develop interactive plush toys, so as to enhance product competitiveness.

As a major province in the cultural industry, Guangdong has topped the nation in the scale of the cultural industry for 22 consecutive years. In 2024, the province's cultural enterprises above the designated size achieved operating revenues of 2.5 trillion yuan, with new cultural business models growing rapidly. The massive consumer market, robust cultural demand, and leading capacity in foreign cultural trade collectively form the foundation for Guangdong's cultural and creative industry to consistently produce blockbuster hits. This has also positioned the Guangdong-Hong Kong-Macao Greater Bay Area (GBA) as a globally influential hub for cultural and creative consumption.

从“冰墩墩”到“喜洋洋”“乐融融”，广东为何盛产“顶流”吉祥物？

广东堪称吉祥物“爆款福地”，从六运会“阳阳”、九运会“威威”，到冬奥会“冰墩墩”，再到十五运会“喜洋洋”“乐融融”，多个现象级吉祥物IP均诞生或由广东力量打造，持续突破赛事边界成为“全民宠儿”。

十五运会吉祥物“喜洋洋”“乐融融”自亮相以来热度飙升，其特许商品在北京路专柜人气高涨，月销售额环比增长163%，周末客流量翻倍。年轻群体成为传播主力，通过社交媒体打卡分享、二次创作表情包，推动线上流量转化为线下消费，热门周边一度脱销。

这一热潮背后，是设计巧思、文化共鸣与产业实力的三重支撑。以中华白海豚为原型的“喜洋洋”“乐融融”，用木棉红、紫荆紫、莲花绿三色浪花串联粤港澳文化，憨态可掬的造型兼具地域特色与情感温度。主创团队广州美术学院拥有丰富赛事IP设计经验，而这样的创意力量在广东遍地开花——这里的创意设计产业如“生态雨林”般繁荣，孕育出众多国民级IP。

强大的制造业为IP落地保驾护航。“潮玩之都”东莞聚集4000余家玩具企业，汕头澄海玩具全球市场占有率达60%，成熟的产业链实现从设计到量产的快速转化。企业还融入AI技术开发互动款公仔，提升产品竞争力。

作为文化产业大省，广东文化产业规模连续22年居全国首位，2024年，全省规模以上文化企业营业收入2.5万亿元，文化新业态增长迅猛。庞大的消费市场、旺盛的文化需求与领先的对外文化贸易能力，共同构成广东文创产业持续产出“爆款”的底气，也让粤港澳大湾区成为具有全球影响力的文创消费高地。

统筹｜孙晶
文｜记者 莫谨榕 孙绮曼
图｜廖小尖
翻译｜盛嘉
审校｜林佳岱