The mascots for China's 15th National Games, two Chinese white dolphins named Xiyangyang and Lerongrong, have picked up a surprising nickname online. Many internet users now fondly call them "Greater Bay Chicken," a playful reference to Guangdong's well-known chicken dishes. The name has gained popularity, turning the pair into favorite stickers and memes, especially in Guangzhou.

As the Games continue, officials and marketing specialists are already discussing how to maintain the mascots' popularity after the event ends. Earlier this month, a forum in Guangzhou brought together government staff, tourism representatives, and content creators to explore ways to extend the life of the "Greater Bay Chicken" brand.

Zhu Xiaoyi, deputy secretary-general of the Guangzhou Municipal People's Government, shared that around the opening week, online posts about the mascots were viewed more than 41 billion times, nearly matching the attention the Hangzhou Asian Games mascots received. "We knew they'd be popular, but not this popular," he said.

Sales of licensed goods, such as blind boxes and plush toys, have also been strong. One small shop reportedly sold over 200,000 yuan worth of products in a week, with some fans even paying in advance to ensure they received the items.

From Mascot to City Ambassador

At the forum, some suggested turning the mascots into long-term ambassadors for the city. Ideas included giving them their own social media accounts, ongoing storylines, and even a virtual "office," similar to Japan's famous Kumamon bear.

Others recommended starting with small themed spaces, such as a pop-up café, an airport display, or a special postal shop, before planning larger projects like a theme park.

Reaching New Audiences

There were also proposals to integrate the mascots into other industries, such as banking, education, and retail. Collaborations with video game companies and local fashion brands were suggested as ways to attract younger fans.

However, some cautioned against focusing solely on sales. They emphasized that the mascots' charm lies in their playful and spontaneous personality, which should be preserved.

Challenges to Come

Several issues still need to be addressed, particularly regarding mascot rights ownership. Different versions of "Greater Bay Chicken" are already being used in Guangdong, Hong Kong, and Macao, highlighting the need for clearer guidelines.

Xu Fengyun, curator of the official archives of the Olympic Council of Asia, noted that sports mascots often lose attention quickly once the games are over. He and others stressed the importance of allowing the public to engage creatively to keep the characters alive.

Zhu Xiaoyi agreed that the mascots have evolved beyond being mere symbols of the Games—they now embody Guangzhou's cultural energy. He stated that the city will establish a team to help guide the mascots' development after the closing ceremony.

Photo | Organizing Committee of the 15th National Games