The reading volume of online topics related to "Joyful Sunshine" and "Joyful Rongrong" has exceeded 500 million, multiple peripheral products are selling well, and some licensed product retailers have exceeded 10 million yuan in sales within half a month... Although the 15th National Games (hereinafter referred to as the "15th Games") is approaching its end, the competition driven event economy is entering a "boiling point". The mascots of the 15th National Games, based on the Chinese white dolphin, are jokingly referred to as the "Big Bay Chicken" by netizens as "Joyful and Joyful". As of November 15th, the sales of licensed products for the 15th National Games, represented by the "Big Bay Chicken," have reached 680 million yuan. The "ticket economy" generated by over 5 million tickets for the 15th National Games has also attracted the layout of multiple enterprises. According to multiple interviews by Shanghai Securities News reporters, listed companies such as Lingnan Holdings and Ctrip have focused on the "ticket economy" and achieved full chain monetization from "watching games on the field" to "exploring the bay area" through various methods such as cultural and tourism route development and IP co branding. The "Big Bay Chicken" outbound competition IP has sparked a consumer craze. "The 'Big Bay Chicken' is so popular that you have to queue for 8 hours to buy the zodiac sign you want. ”On November 17th, Ms. Zhu, a resident of Guangzhou, told reporters that she went to three licensed commodity stores including Guangzhou Art Museum, Guangzhou Tower, and Beijing Road to queue up before finally buying the style she wanted. As the top IP in the Guangdong Hong Kong Macao Greater Bay Area, the peripheral cultural and creative products of the 15th National Games mascots "Joyful" and "Joyful" are highly sought after by citizens and tourists. Recently, reporters visited several official licensed retail stores for the 15th National Games and Paralympic Games in Guangzhou and found that most stores have implemented purchase restrictions, and some popular products are sold out as soon as they are put on the shelves. On online channels, series styles represented by bubble blowing ornaments, twelve zodiac blind boxes, and lion dance ornaments are also selling well, with multiple purchase links showing "sold out", and the prices of many popular products have also increased accordingly. The normal blind box, originally priced at 79 yuan, has already been sold for over 200 yuan on some second-hand platforms, and the dazzling lion dance series has been hyped up to 3000 yuan, "Ms. Zhu shared with reporters. Public information shows that the 15th National Games attracted 33 licensed manufacturers and 44 licensed retailers from across the country to participate. As of now, more than 2800 licensed products covering 20 major categories have been approved, with the largest number and categories in history, covering a full range of categories such as stationery, clothing, trendy toys, precious metals, and rural revitalization products, meeting diversified market demands. The hot online and offline traffic has also brought considerable revenue to licensed product operators. At present, Guangzhou Cultural Group has over 500 peripheral products for sale and more than 10 popular products. It is expected that this wave of traffic will continue for about half a month, "Peng Hao, Deputy General Manager of Guangzhou Cultural Group Industry Operation Company, told reporters. In addition, the reporter learned from Lingnan Holdings that the company has developed nearly a hundred characteristic cultural and creative products such as "Little Red Flower Cotton Pillow" and "National Games Theme Stamp", and has set up nearly 20 new retail zones for licensed goods. Through the combination of "offline interactive activities+National Games exclusive discounts", the company continues to transform the "National Games popularity" into urban consumption increment. Zhu Xiaoyi, Deputy Director of the Executive Committee of the Guangzhou Division of the 15th National Games and the Paralympic Games, revealed that as of November 15th, the sales of licensed goods for the 15th National Games have reached 680 million yuan. The collaboration between government and enterprises to promote the extension of the "ticket economy" to comprehensive tourism is the "arena" of the competition, and the competition is the "runway" of the city. The 15th National Games is becoming a new pivot to leverage the cultural and tourism economy of the Guangdong Hong Kong Macao Greater Bay Area, from event IP derived cultural and creative products, to customized viewing tourism routes, and to building a "event+" consumer ecosystem. According to relevant data, during the 15th National Games, the number of flight bookings from various regions to Guangzhou, Shenzhen, Zhuhai and other places increased by 26% year-on-year. As the city with the most hosting events of the National Games, Guangzhou's scenic spot tickets and hotel bookings have increased significantly, driving a 20% year-on-year growth in overall cultural and tourism consumption in Guangzhou. In the interview, the reporter found that listed companies represented by Lingnan Holdings and Ctrip Group have been seizing the traffic of the 15th National Games and launching integrated products of "sports+cultural tourism" represented by "event ticketing+cultural tourism products", promoting the extension of the event economy from "ticket economy" to comprehensive tourism. As the ticketing agency for this year's National Games, Ctrip relies on its global service network to innovate and launch a "one platform, three place ticket purchase" service for Guangdong, Hong Kong, and Macao, creating a one-stop tourism package of "tickets+scenic spots" and promoting the deep integration of sports and tourism industries. Lingnan Holdings, as the official ticket agency for the 15th National Games and the Paralympic Games, has developed the "Travel with the Events" product under its subsidiary, Guangzhi Travel. It deeply links the National Games tickets with landmarks, representative intangible cultural heritage projects, and specialty restaurants in the Bay Area, innovatively launching 164 "Sports+" themed routes in 6 major series, serving over 19000 tourists in total. In order to maximize the potential of the "ticket economy", Lingnan Holdings has also launched a series of activities to exchange tickets for benefits. For example, from November to December, tourists can enjoy exclusive benefits such as room rate discounts and dining discounts at multiple hotels under Lingnan Holdings by presenting their 15th National Games/Paralympic Games ticket stubs and participation certificates. Vice Dean of the School of Tourism at Sun Yat sen University, He Mang, believes that the "One Trip, Multiple Stations" National Games themed tour launched by Guangdong, Hong Kong, and Macao connects the competition venues, urban landmarks, and characteristic cultural experience points. Watching competitions, admiring beautiful scenery, strolling through old streets, tasting delicious food, and enjoying night tours, tourists can enjoy the Greater Bay Area, which has become a vivid example of the integrated development of culture, sports, and tourism in the Greater Bay Area. Accelerating the integration of culture, sports, tourism, and business, and converting event traffic into consumption increment, local governments are also making efforts. On November 3rd, Guangdong launched the "Enjoy Warm Winter in Guangdong, Enjoy Guangdong" consumption season activity. The provincial finance specially arranged 3.5 billion yuan of funds to distribute "Guangdong Youpin Gou" consumption vouchers. The activity will last from November 2025 to the end of March 2026, covering multiple peak consumption seasons such as New Year's Day and Spring Festival. On November 14th, the Guangdong Provincial Department of Commerce released a shopping map and a food map of Guangdong, activating the winter consumer market in Guangdong and deepening the integration of commerce, culture, tourism, and sports consumption. Cui Jian, Director of the Guangdong Provincial Sports Bureau, has publicly stated that the Guangdong Provincial Sports System, in conjunction with the cultural and tourism departments, has launched 23 "National Games+" city themed tourism routes and a series of "Events+Scenic Spots" combination packages. At the same time, a "preferential access to scenic spots" policy has been introduced, and about 300 scenic spots provide diversified tourism benefits for participants and spectators. He Mang believes that the 15th National Games, based on the integration of cultural, sports, and tourism infrastructure, cooperation mechanisms, and brand effects, can inject lasting momentum into the integrated development of the Guangdong Hong Kong Macao Greater Bay Area. With the continued improvement of cultural and sports tourism infrastructure connectivity and the promotion of rule and standard docking among Guangdong, Hong Kong, and Macao on the basis of competition cooperation, a world-class cultural and sports tourism destination is accelerating its rise and is expected to become a "future living demonstration zone". (New Society)