New 'golden key' licensed product of Beijing 2022 unveiled


(Photo: CGTN)

With three years to go for the 2022 Beijing Winter Olympic Games, China is continuing its efforts to encourage widespread participation. With this in mind, a franchise forum with the theme "Inheritance and Innovation" was held at Beijing's Shougang Park on Friday, setting the stage for the unveiling of a new licensed product, "the Golden Key."

The key is hand-engraved with pure gold. Only 1,000 of these items will be sold on the market. 

The key handle is in the shape of a Chinese traditional Lucky Lock, with the emblem of the Beijing Winter Olympics in the middle. 

The licensing program plays a crucial role in the marketing project of the Beijing games, which is on a mission to publicize the Olympics, highlight the features of the host city and promote public participation. 

The sale of franchised products has been one successful way of doing this. Beijing opened the first seven stores selling licensed goods last year, offering a series of 140 kinds of memorabilia.

The main part shows China's world cultural heritage sites, including Zhoukoudian site, the Summer Palace, the Forbidden City, the Great Wall, the Grand Canal, the Temple of Heaven and the Ming Tombs, which aim to show China's splendid civilization to the world through the Olympic sports.