Chungcheong U Games Mascots Team Up with Daejeon’s ‘Kkumdori’ ... Merchandise Pop-Up Booth Opens

[Financial News] The 2027 Chungcheong Universiade Organizing Committee said on the 15th that it will run a pop-up booth for official Games merchandise at the 2026 Daejeon Content Fair, which will be held from the 16th to the 18th over three days at Exhibition Hall 2 of the Daejeon Convention Center (DCC).
 The pop-up is being held to mark the launch of collaboration products featuring the Games’ official mascots, ‘Heungi’ and ‘Nayu,’ and Daejeon’s signature character, ‘Kkumdori.’ The organizing committee will work with Daejeon City and the Daejeon Tourism Organization to unveil six products for the first time that reflect the identities of both the Games and their host city. It also plans to raise awareness of the Games’ brand by promoting and selling the official merchandise at the venue.
 The pop-up booth will display and sell around 40 existing official merchandise items, including dolls and key rings, along with six new collaboration products. The designs combine ‘Heungi’ and ‘Nayu’ with ‘Kkumdori’ and add sports-themed imagery to offer visitors something different to see. A photo zone and visitor participation events will also be set up so attendees can try the products themselves and get to know the Games in a more approachable way.
 The 2027 Chungcheong Universiade will be held across four cities and provinces in the Chungcheong region—Daejeon, Sejong, North Chungcheong and South Chungcheong—from August 1 to 12 next year. Around 15,000 members of delegations from about 150 countries are expected to compete in 18 sports, including archery and fencing. The organizing committee is conducting participant registration, including by sending official invitations to the 164 member countries of the International University Sports Federation (FISU), a year ahead of the opening. With the opening now around 10 months away, the pop-up booth is part of efforts to promote the Games and build public interest.
 An organizing committee official said, “The collaboration between Heungi and Nayu and Kkumdori represents the Games and the host city coming together.” The official added, “Through this pop-up booth, we will showcase the appeal of the official merchandise and step up our promotional efforts so that residents and visitors will take a greater interest in the 2027 Chungcheong Universiade.”
 The official merchandise for the 2027 Chungcheong Universiade is also available through the organizing committee’s website, at the ‘Official Merchandise Shop,’ and at the ‘Kkumdori and Daejeon Travel Goods Shop’ (Travel Lounge, Daejeon Station and Yuseong Complex Terminal).
[email protected] Kim Won-jun Reporter