Changchun 2027 Winter Universiade merchandise store opens

The Changchun 2027 Winter Universiade marked its 200-day countdown on June 29 with the opening of its organizing committee experience store and the launch of a new range of licensed merchandise.

The new mascot-themed ice and snow collection combines the spirit of the games with Jilin's winter culture and Changchun's city identity, offering both commemorative and collectible value for sports fans and visitors.

Nearly 50 licensed retail outlets have been established nationwide, more than 360 merchandise designs have been approved, and over 260 products are already available on the market. The latest launch adds more than 40 new products, with additional items set to be released in stages.

The new experience store is also designed to promote the culture and vision of the Winter Universiade. Visitors can provide product feedback, receive purchasing assistance, and enjoy value-added services including group orders, gift packaging, and themed promotional activities.

Efforts will continue to expand the retail network and develop creative products inspired by winter sports and Changchun's unique character, using licensed merchandise to showcase both the games and the city's charm.