Zhang Yong, deputy secretary-general of the Changchun people's government, said the Beijing store reflects closer links between Beijing and Changchun in ice-and-snow culture and cultural creative industries, while serving as a window for the 2027 Changchun Games.

As the first brand outlet, it would help bring the games' IP to the capital market and enhance wider national promotion, the organizers said.

Licensed merchandise sales would expand to more cities across China. During the May Day holiday, 21 licensed stores are expected to open in Changchun, Jilin city and other parts of Jilin province.