From 9 to 13 September, the 2026 China International Fair for Trade in Services (CIFTIS) was held at Shougang Park in Beijing. In the sports services exhibition area, TEAM CHINA presented a broad range of licensed merchandise, partner displays and visitor activities, attracting interest throughout the fair.
Official visits and athlete engagement
On 10 September, Cui Jian, Vice Minister of the General Administration of Sport of China and a member of its Party Leadership Group, and Sima Hong, Vice Mayor of Beijing, visited the TEAM CHINA exhibition with other officials. The delegation viewed the product displays and discussed the development of the TEAM CHINA brand.
Representatives from government, business, media and industry visited the exhibition throughout the fair. Olympic gymnastics champions Chen Yibing and He Kexin also attended. Chen highlighted the cultural and creative product range, particularly the badges.
“Badges can help athletes from different countries connect and communicate. They are also a valuable way to share culture beyond competition.”
Chen Yibing, Olympic gymnastics champion
Licensed products and brand partnerships
The Market Development Display Area presented TEAM CHINA collaborations across several consumer categories. Displays included branded packaged goods and sports eyewear, showing how licensed partnerships can extend TEAM CHINA from competition into everyday retail.
Two co-branded CIFTIS and TEAM CHINA badges brought together Fuyan, the CIFTIS mascot, and Xingbao, the TEAM CHINA Panda Team character. The collaboration connected the identity of the fair with the optimism and warmth associated with TEAM CHINA athletes.
Bringing sport closer to visitors
Xingbao, the first character in the TEAM CHINA mascot family, appeared at the booth as a full-size mascot. Visitors queued for photographs and took part in a stamp-collection activity. These interactive experiences encouraged visitors to engage with Chinese sport and its culture.
TEAM CHINA’s licensed-product programme uses merchandise and public experiences to bring the identity of Chinese sport into everyday life. It continues to develop products that are contemporary, practical and collectible, giving consumers more ways to connect with teams, athletes and sporting events.
Daniel Levine, Chief Executive Officer of AC8, said: “The attendance and engagement of senior representatives from the General Administration of Sport of China and the Beijing Municipal Government strengthens Lucky World’s credibility and standing within China’s sports sector. CIFTIS also gave us an important national platform to demonstrate the commercial potential of TEAM CHINA. By bringing together licensed merchandise, brand partnerships and direct consumer engagement, we are creating multiple potential routes to revenue. Our priority is now to convert that interest into sales, new commercial relationships and measurable performance.”
EXTENDING TEAM CHINA THROUGH CONSUMER ENGAGEMENT
CIFTIS gave TEAM CHINA a national platform to show how licensed products, partner brands and public experiences can support engagement with Chinese sport. The exhibition also demonstrated how merchandise, mascots and event activities can connect sporting identity with everyday consumer interest.
About Team China
TEAM CHINA / China National Team
TEAM CHINA / China National Team is the collective identity and unified name for the national teams representing the People’s Republic of China in international single-sport competitions, and for Chinese sports delegations participating in international multi-sport events.
We are TEAM CHINA.