Photo: Chen Tao/Global Times

The successful opening of the 31st World University Games in Chengdu, Southwest China's Sichuan Province, not only kicked off the athletes' feverish endeavors on the field, but also presented the world with a hot sales boom for the Universiade's cultural and creative products off the field of play.

In recent days, on the streets of Chengdu, local residents and tourists from both China and abroad have been lining up outside the official souvenir shops of the Universiade. These retail points offer customers a one-stop cultural and creative shopping experience, while also serving as a platform for sports and cultural exchanges among university athletes from around the world.

On Sunday, the Dong'an Lake Superstore, a Universiade-licensed commodity retail store, opened at the main stadium of Dong'an Lake Sports Park. The store has attracted numerous Chengdu residents, domestic and international reporters and athletes who rushed in to make purchases. 

During the opening ceremony of the store, FISU Acting President Leonz Eder expressed admiration for its wide range of products. 

"There are so many wonderful products, but what I like the most are the adorable pandas," Eder told the Global Times on Sunday. 

Gianni Merlo, president of the International Sports Press Association, told the Global Times that the establishment of well-furnished licensed retail stores and arrangement of a series of exciting cultural activities by the organizing committee reflect China's warm and open attitude in welcoming everyone who comes to Chengdu for the Games.

Like Eder, Merlo also noted that he, like all young people and children, is crazy about pandas, so he plans to purchase some souvenirs of Rongbao, the panda mascot for the Games. 

Chen Yuezhong, the store manager of the store, told the Global Times that many products sold out on the first day of opening, such as Rongbao figurines priced at 299 yuan ($41) each. 

"We have restocked many items several times, but demand still exceeds supply," Chen said.

Shi Chunmei, manager of Guangdong Hayidai toys company, one of the manufacturers of Rongbao, specifically came from Guangdong Province to Chengdu to witness the Games. She was delighted to see many children carrying Rongbao backpacks produced by the company in the store at Dong'an Lake. 

"Our staff members are all on duty for production," Shi told the Global Times. 

In the Universiade Village, the licensed retail store has become an ideal place for athletes to exchange badges, and panda-shaped badges have become a hot commodity.

The Chengdu FISU Games, through a franchise program, has recruited 80 franchise enterprises, launched a total of 18 series of general products and more than 1,000 licensed products related to the mascot Rongbao. 

Besides the more than 400 licensed retail stores at Chengdu's popular tourist attractions and subway stations, Rongbao has also become popular on e-commerce platforms like Taobao, with multiple livestreaming channels simultaneously selling related merchandise.