Long queues outside the flagship stores selling licensed merchandise for the 15th National Games, the 12th National Games for Persons with Disabilities, and the 9th National Special Olympic Gamesin locations like Guangzhou's Tiyu Xilu, Zhujiang New Town, and Beijing Road have become a new urban sight. The licensed IP merchandise for the 15th National Gameshas become a "top trend" alongside the events. From the stadium to the shopping mall, and from competition to consumption, this sporting extravaganza is generating new economic ripples.

As a key driver of event-related consumption, franchising is backed by a comprehensive industrial chain that combines cultural creativity, precision manufacturing, and retail services. The licensed merchandise of the 15th National Games spans 20 major categories, including toys, badges, precious metals, and handicrafts, supported by Guangdong's strong manufacturing supply chain and creative design capabilities.

Young consumers are the driving force behind this "sports IP craze". Sharing mascots, collecting blind boxes, and swapping merchandise have become new social rituals. The "Joy Bag"distributed to attendees of the opening ceremony has sparked another wave of discussion on social media. According to Huang Peiling, deputy chief director of the opening ceremony, the team is working with licensed partners to explore how to bring the product to market so that it can be kept as a "Guangzhou souvenir" forever.

For the first time, the 15th National Games are jointly hosted by Guangdong, Hong Kong, and Macao, breaking traditional boundaries and fostering a more tangible sense of identity among residents in the Guangdong-Hong Kong-Macao Greater Bay Area (GBA). According to data from Umetrip, more than 670,000 domestic air travelers flew to Guangdong, Hong Kong, and Macao within the first three days of the15th National Games, an increase of about 6% year-on-year.

Meanwhile, Guangdong also launched its consumption season, allowing visitors to experience multiple delights including embracing the APEC Summit, exploring Guangdong, savoring local cuisine, appreciating scenic attractions, and shopping for quality products while watching the 15th National Games.

吉祥物刷屏全网！十五运会以赛事流量激发消费新动能

在广州体育西、珠江新城、北京路等十五运会和残特奥会特许商品旗舰店门口，排队人群已成为城市的新风景。十五运会IP特许商品，与赛事一同成为新的“顶流”。从赛场到商场，从竞技到消费，这场体育盛会正在激起新的经济涟漪。

作为赛事经济拉动消费的重要方式，特许经营背后是一条融合文化创意、精密制造与零售服务的完整产业链。十五运会特许商品涵盖玩具、徽章、贵金属、工艺品等20大类，背后连接着广东强大的制造供应链和创意设计能力。

年轻群体是这场“体育IP热”的主力军：晒吉祥物、抽盲盒、互换周边，形成新的社交仪式。开幕式观众收到的背包——“喜乐包”，在社交平台掀起新一轮讨论。开幕式副总导演黄沛凌介绍，团队正在和特许经营单位沟通如何推出市场，让它作为“广州礼物”永久留存。

十五运会首次由粤港澳三地联合承办，打破了传统的边界，也让“大湾区人”这个身份有了更具体的共鸣感。航旅纵横大数据显示，全运会开幕以来三天内，国内前往广东、香港、澳门的民航旅客量超67万人次，同比增长约6%。

与此同时，广东也推出“粤享暖冬 乐游广东”消费季，让观众在看全运的同时，体验“迎峰会、游广东、品美食、赏美景、购优品”的多重乐趣。

文丨记者 詹淑真
翻译丨盛嘉
审校丨林佳岱