The first official licensed merchandise store for the 33rd FISU Winter World University Games opened in Beijing Olympic Park on Thursday, bringing the event's mascots, emblem and Jilin-inspired designs to a wider audience.

The games will be held from Jan 15 to 25, 2027, in Changchun, the main venue, and Jilin city. It will feature 13 sports and 110 events, including skating, skiing, ice hockey, curling, biathlon and ski mountaineering.

Located in the Dual Olympic Square, a landmark area linked to Beijing's two Olympic Games, the store combines merchandise sales, cultural display and interactive experiences, Han Mingfei, general manager of Changchun Culture Tourism Group, said.