A thematic event was held on January 24 at Grandview Mall in Guangzhou, drawing residents and visitors to a vibrant celebration that blended traditional culture with contemporary pop elements. The activity aimed to extend the cultural influence of the 15th National Games through its mascot IP, "Greater Bay Chicken," featuring interactive performances, product launches, and community engagements.
A key segment involved the release of over 90 new products across three categories: auspicious Chinese New Year goods (e.g., red envelopes with Lingnan paper-cutting designs), trendy collectibles (limited edition figurines featuring architectural motifs like arcades and kapok flowers), and daily companion items (such as themed transit cards).
Limited-edition WeChat red envelope covers were quickly claimed, with 500 copies distributed onsite. Pop-up stalls remained open until 20:00, offering games and shopping. One attendee, Ms. Chen, noted, "My child chased the mascots around—it feels more engaging than a static exhibition." Another visitor, Mr. Liu, a university student, appreciated the blend of heritage and modern design: "The song is catchy, and the products cleverly incorporate local culture."
This event marked the second in a series leveraging the National Games IP for post-Games cultural revitalization. Guangzhou's efforts aim to transform event-driven symbols into lasting urban cultural assets, with future activities planned to deepen commercial and public engagement. The mascot, which originated as the official emblem of the 15th National Games, has been widely recognized since the Games concluded, with a second generation of the mascot gaining popularity throughout the city.
Author | Feng Huiting
Photo | Guangzhou Organizing Committee of the 15th National Games
Editor | Liu Lingzhi, James Campion, Shen He
