As the Chinese New Year approaches, the tropical coastal city of Sanya is filled not only with festive cheer but also with rising excitement for the upcoming 6th Asian Beach Games Sanya 2026 (Sanya 2026). Recently, a new collection of officially licensed merchandise, combining traditional Chinese culture with island style, has been launched. From creative reimaginings of classic IP to playful fruit-themed designs, ten newly released products offer fresh gift options for the Chinese New Year season, bringing the distinctive spirit of Sanya 2026 into households across the country.

Licensed merchandise retail store at HTDF Duty Free City. Photo: Lin Hongyu

Among the ten newly launched products, two plush blind-box series stand out. The first, named “Deer Journey to the West,” draws creative inspiration from the classic Chinese literary work, Journey to the West. According to Zhao Qiang, Director of the Licensing Division of the Marketing Department of the Sanya 2026 Asian Beach Games Organising Committee (SABGOC), the series adeptly incorporates Sanya’s identity as the “City of Deer” by featuring the Games mascot Ya Ya, modelled after the Hainan Eld’s deer, within the narrative universe of the classic tale. The outcome is a meaningful integration of traditional culture, local heritage, and the visual identity of Sanya 2026.

The second blind-box series, “Fruit Squad Alliance,” captures the tropical allure of Hainan. Drawing inspiration from locally sourced fruits and featuring adorable representations of the mascot Ya Ya, the collection embodies youthful exuberance and captivating charm.  

Chinese New Year-themed merchandise available at the licensed store in HTDF Duty Free City. Photo: Lin Hongyu

In addition to the two leading blind-box series, the other eight new products are similarly created based on the cultural themes of Sanya 2026 and the city’s unique regional characteristics. Merging meticulous design with both commemorative and functional significance, these items serve as excellent choices for personal use or as gifts during the Chinese New Year.  

Chinese New Year-themed merchandise available at the licensed store in HDTF Duty Free City. Photo: Lin Hongyu

“Licensed merchandise isn’t just products; it serves as a little ambassador for the spirit of the Games”, Zhao shared. “We see these items as important channels to spread the excitement of the Sanya 2026. With creative and heartfelt designs, SABGOC hopes to inspire more residents and visitors to get involved with and learn about the Games, helping everyone hold onto their special memories of Sanya 2026. We also invite everyone to enjoy sharing and exchanging these products, making them more than just souvenirs but treasured keepsakes connected to this exciting event.”

Blind-box series “Deer Journey to the West” . Photo: Lin Hongyu

To make shopping more convenient during the Chinese New Year, SABGOC has extensively upgraded its retail network. Eight new licensed merchandise outlets have been added, situated at HTDF Duty Free City, Sanya Government Service Centre, Haitang Bay No. 8 Plaza, Tianya Town, Tianya Haijiao Scenic Area, Linchunling Park, Houhai, and Sanya Bay Mangrove Plaza.  

Blind-box series “Fruit Squad Alliance”. Photo: Lin Hongyu

Addressing holiday shopping needs, Zhao explained that key locations, including HTF Duty Free City, Sanya Government Service Centre, Sanya Bay No. 1, and several scenic areas, will remain open during Chinese New Year. Service guarantees will be fully implemented to ensure that residents and visitors can purchase their favourite Sanya 2026 licensed souvenirs and take home a special festive touch infused with the spirit of the Games.

As the opening of Sanya 2026 draws nearer, these culturally meaningful and festive products are becoming a bridge connecting Sanya with friends across Asia, symbolising shared celebration and goodwill.