"我们门店多款纪念品已经售罄，购买要等晚上补货。"元隆雅图佳兆业店负责人王国挺对中新经纬表示。今年国庆节以来，广州市城市景观、马路、绿化 带等随处可见吉祥物"喜洋洋"和"乐融融"，很多特许商品都火爆出圈了。 有网友笑称，"大湾区有自己的Labubu。" 穿新衣 第十五届全国运动会(以下简称"十五运会")近日在广州开幕，这是首次由粤港澳三地联合举办的全国运动会（以下简称"全运会"）。两个吉祥物以"海上 国宝"中华白海豚为原型，分别取名喜洋洋、乐融融，寓意喜气洋洋、其乐融融、团圆和美。 飞机降落广州白云机场，初冬的寒意被温暖的阳光瞬间驱散，随处可见各种姿态的十五运会吉祥物更让这座繁华大都市洋溢着热烈赛事氛围。 从机场去往广州地标"小蛮腰"的路上，偶遇绿化带放置的大号吉祥物喜洋洋和乐融融，掏出设备抢拍之际，网约车司机称，"不用急，路上'大把'(粤语， 指很多)，广州举办全运会花了不少心思。"司机话音刚落一会儿，路旁又掠过一组大型吉祥物。 游客和市民排队拍照 中新经纬 陈俊明摄 广州新中轴线核心节点的花城广场放置有击剑、篮球、拳击、滑板、射击等多款全运会吉祥物，来自天南海北、不同肤色、不同年龄的游客和市民在此拍 照留 ...

这种"接得住梗、开得起玩笑"的大气，本质上是一种文化上的松弛与信。于是在不断二创的过程中，自上而下的包容与自下而上的创意，与全 运赛场和观众密切配合，共同完成了一场精彩的双向奔赴。 要评选2025年秋天广州最火热的流量明星，当然是正在进行的第十五届全国运动会的吉祥物"喜洋洋"和"乐融融"。 这两款吉祥物由曾设计"冰墩墩"的广州美术学院团队精心打造，原型选自国家一级保护动物中华白海豚，它们头顶的三朵水花分别象征着粤、港、澳三 地，寓意同心同源，携手共进。 "喜洋洋"与"乐融融"。（图/社交媒体截图@番茄炒蛋不加葱） 然而，一生爱玩梗的网友，哪会放过这两个软萌的吉祥物？ 它们初次走红是源自一张照片的视觉错位，因此被网友们给它们亲切地冠以"大湾鸡"的昵称，吉祥物本身的软萌海豚形象与网友的想象和演绎共同发力， 短时间内发酵成全民同乐的新热点，变成人气堪比前段时间的Labubu一般的流行文化标志。 路上，人群中时不时会出现印有吉祥物图案的书包，相关文创也成为大受欢迎的单品，在广州的六运小区、花城广场、天河公园等放置了"喜洋洋""乐融 融"雕像的地方，随时可见合影的人潮。 毫不夸张地说，11月的广州已经全面进入全运会节奏 ...

Core Insights - The 15th National Games is a significant event for the Guangdong-Hong Kong-Macao Greater Bay Area and represents a peak moment for China's sports cultural creativity [3] - Yuanlong Yatu, a leading company in the cultural and creative industry, is deeply involved in the sports cultural sector, leveraging its experience from past major events to enhance the National Games [1][3] Group 1: Company Involvement - Yuanlong Yatu has been granted the qualifications for licensed production and retail, showcasing its influence and comprehensive strength in the industry [1] - The company has successfully integrated local cultural elements into its products, such as the design of mascots "Xiyangyang" and "Lerongrong," which are inspired by the Chinese white dolphin [2] - Over 100 licensed products have been launched, including plush toys and souvenirs, which have received positive feedback from consumers [2] Group 2: Market Strategy - The company has established 51 retail stores in key cities within the Guangdong-Hong Kong-Macao area to facilitate consumer access to its products [2] - Yuanlong Yatu emphasizes the emotional and cultural value of its products, aiming to convey sports spirit and preserve memorable moments from the events [2] - The company aims to further solidify its leading position in the sports cultural creativity sector through deep development and marketing of sports IP derivatives [3]

Group 1 - The 15th National Games, the first jointly hosted by Guangdong, Hong Kong, and Macau, has generated significant public enthusiasm across the three regions [1][3] - The event's mascots, "Xi Yang Yang" and "Le Rong Rong," have become popular among tourists and locals, with merchandise like plush toys and fridge magnets being highly sought after [1][3] - Social media engagement around the National Games has surged, with users sharing experiences and creating content related to the event [3][5] Group 2 - Local leaders emphasize the importance of the National Games in promoting sports and cultural exchange among the three regions, viewing it as a model for future international events [5][6] - The event has sparked a wave of community involvement, with a significant number of volunteers participating, including over 30,000 in Guangdong and more than 16,000 in Hong Kong [5][6] - Companies are contributing creatively to the event's atmosphere, with initiatives like customized gaming experiences to engage a broader audience [6] Group 3 - Various grassroots sports activities have been organized across Guangdong, reflecting a widespread movement towards fitness and community engagement [8] - Experts suggest that the excitement generated by the National Games should be leveraged to enhance long-term participation in sports at the community level [8] - The collaborative hosting model of the National Games may set a precedent for future international sporting events, highlighting the potential for cross-regional cooperation [8]

（原标题：刘平云："喜洋洋"和"乐融融"以更亲和的姿态传播十五运会精神） 南方财经 21世纪经济报道记者 庄欢 吴婉婕 广州报道 11月2日上午，第十五届全国运动会火炬传递于广州、深圳、香港、澳门四地开跑。广州站精心遴选的 68位火炬手，来自各行各业，构成了一幅层次丰富、结构立体的广州社会"全景图"。十五运会和残特奥 会现代视觉设计团队负责人刘平云在接受南方财经记者采访时表示："我们设计吉祥物的目的就是希望 它能更加亲和地去表达我们十五运精神。所以这次终于让大家感受到了喜洋洋、乐融融的特色和可爱 度，也希望通过它们来将我们的十五运会、湾区文化传播得更远更广，传向全国，走向世界。" 策划：赵海建 监制：黄燕淑 内容：庄欢 吴婉婕 设计：刘妍妍 海外运营监制: 黄燕淑 海外运营内容统筹: 黄子豪 海外运营编辑：庄欢 吴婉婕 龙李华 郑全怡 出品：南方财经全媒体集团 ...