First merchandise store for 33rd FISU Winter World University Games opens in Beijing

"The licensed products for the games cover 16 planned categories and nearly 1,000 items, with more than 200 cultural and creative products already launched across six categories," Han said.

Products on display include clothing, cultural gifts, mascot toys, plush figures, badges, and locally themed souvenirs. They are designed to reflect ice-and-snow sports, youth vitality, and regional culture.

Lu Juan, deputy general manager and designer at Beijing Huajiang Culture Group, a licensed producer for the games, said one highlight was a Jilin puzzle badge set, which turns the province's nine cities and prefectures into connected pieces forming an ice-and-snow panorama.