On January 12, as the Opening Ceremony of the 6th Asian Beach Games Sanya 2026 (The Games) entered its 100-day countdown, a new range of official merchandise was launched simultaneously at five retail outlets across Sanya, including Sanya One, Luhuitou Scenic Area, Sanya Phoenix International Airport, and the 6th Asian Beach Games Sanya 2026 Executive Committee (SABGEC). A series of newly released items, combining commemorative value with creative design, made a collective debut, offering residents and visitors more distinctive souvenir choices.  

Official Games fridge magnets

The newly launched merchandise spans four core categories: badges, plush toys, electronic products, and travel accessories, with more than 20 new items added, forming a diversified product matrix that covers a wide range of consumption scenarios. To date, over 100 products across 16 major categories have been developed, including event souvenirs, daily-use items, and gifts.

New Sanya 2026 official merchandise on display.

“Ya Ya”, the mascot of the Games, can now be bought as a soft, adorable plushie.  

At the official merchandise store in Sanya Phoenix International Airport, a visitor from Beijing, Mr Wang, held up a “Ya Ya drinking coconut” plush toy and said with a smile, “This little mascot is just too cute. We all love it, and it’s a perfect gift for my kid. I’m also planning to buy a set of fridge magnets, which is great both for collecting and everyday use. It’ll be a special memento of our trip to Sanya.”  

Puzzle badge from the official “Good Fortune Ya Ya” series.

According to Zhao Qiang, Director of the Licensing Division under the Marketing Department of the SABGEC, Sanya 2026's official merchandise has been benchmarked against international sporting events in terms of overall design, material selection and production processes. The products integrate the core elements of a continental multi-sport event IP, offering both commemorative and collectable value. At the same time, environmental concepts and technological elements have been innovatively incorporated, with most products made from recycled, eco-friendly materials, and some feature interactive functions to meet diverse consumer demands.

A set of emblems of past Asian Beach Games  

Zhao added that official retail outlets will continue to expand across the city, with a balanced deployment at major hotels and scenic areas, further integrating the Games IP with urban consumption scenarios and making the merchandise an essential carrier for promoting the culture of the Games.

It is also reported that the product portfolio will be further enriched, with plans to introduce more than 100 additional items, including precious-metal products and daily necessities, and to pursue cross-sector collaborations with intangible cultural heritage inheritors and China-chic brands. In line with the progress of the Games, themed editions such as Opening Ceremony specials and commemorative series will also be released. Meanwhile, product supply and retail layout during the venue operation phase will be optimised, continuously enhancing both the commercial and cultural value of the Games’ licensing programme.