The Erbin welcome "Ni" luggage tag that can be carried with you, the sachet of the twelve zodiac signs of the Asian Winter Games symbolizing peace and tranquility, and the AR commemorative gift box with surprises... The dazzling array of Asian Winter Games cultural and creative products have frequently "come out of the circle", and "popular cultural and creative" has become the latest "traffic password".

In the "Longyue North Magic Train" Cultural and Creative Center on Central Street in Harbin, a luminous refrigerator called "Huowu Ice City" is stuck in the hands of tourists, and the windmills and torches shapes condense the city footprints of "Erbin".

"This is the ace 'sale crown' in our store, it is limited to issue and has a unique number." Yu Haichao, marketing manager of Longyue (Heilongjiang) Cultural Tourism Science and Technology Industry Development Co., Ltd., introduced, "We combine the lilac flowers in Harbin with windmills. The four petals correspond to Sophia Church, Ice and Snow World, Dragon Tower and Central Street respectively. The Asian Winter Club torch is used as the handle, and the cute mascot 'Binbin' is inlaid with 'Ni', the AR function can also make the windmill 'live'."

Different from traditional refrigerator stickers, badges and other cultural and tourism souvenirs, which can only be used as "silent memories", now, "Binbin" and "Ni" AI interactive tumbler can not only be used as desktop ornaments, but can also become "smart tour guides" by scanning the code and chatting with the mascot to enjoy "Erbin". Cultural and creative products are gradually transforming into "talking invitations".

"From 2023, we have been using digital cultural and creative products as the main carrier to target the gap in the Harbin cultural and creative market." Yu Haichao said, "The first batch of digital AR interactive cultural and creative products launched can showcase the beautiful scenery of Harbin by scanning the mobile phone, and it will be popular all over the country, with single product sales exceeding 20 million yuan."

Outside the window, tourists took a photo with the century-old building on Central Street holding rotating refrigerators. "I came to Harbin at such a special time when the Asian Winter Games meet. I must bring some memories back." said Ms. Kong, a Nanjing tourist who is purchasing cultural and creative products in the store.

Open at 8 am and close at twelve pm. There is still a constant flow of customers half an hour before closing the store. The daily replenishment volume reaches more than a dozen boxes, and the popularity continues to continue. When cultural creativity collides with digital technology, the traditional cultural and tourism market is bursting with new momentum for consumption upgrading.

"This year, the average daily turnover of this cultural and creative store is more than 100,000 yuan, and the highest can reach 200,000 yuan. Currently, 60% of our company's inventory has been sold out." Yu Haichao said.

Behind the hit products is precise market insight. Under the east wind of the Asian Winter Games, various cultural and creative products have been launched like mushrooms after a rain, gradually achieving differentiated development.

"In addition to the refrigerator stickers that adults prefer, the plush toys of "Binbin" and "Ninni" are also very popular this year, and the mascot dolls that can be replaced are one of the hottest styles recently." Liang Jinzhi, head of the Flood Control Memorial Tower Store of the 2025 Asian Winter Club franchise retail store, introduced that "Binbin" and "Ninni" have become a veritable cultural and creative "top" in the hearts of children with their cute Siberian tiger image.

With the extension of the "Ice and Snow+" industrial chain, the Asian Winter Games cultural and creative industry has surpassed the scope of the competition, and this cultural narrative about ice and snow has a broader future. (Reporter Shen Yijin Zhu Yue)