On the afternoon of July 2, 2025, the 2025 Beijing Gifts Global Cultural and Creative Competition, jointly organized by the Beijing Municipal Bureau of Culture and Tourism, Beijing Municipal Commerce Bureau, Beijing Municipal Cultural Heritage Bureau, Beijing Municipal Bureau of Economy and Information Technology, Beijing Municipal Medical Products Administration, and Beijing Municipal Administration Center of Parks, was officially launched this afternoon at the "Beijing gifts" Friendship Hotel store. The competition aims to tap into the capital's cultural resources, promote the innovative development and quality upgrade of "Beijing gifts," and further expand its influence.

Two Competition Tracks, First International Category

The 2025 Beijing Gifts Global Cultural and Creative Competition is open to global submissions for the first time, entering a two-month global collection phase with submissions closing on August 31, 2025. The competition focuses on two main tracks: the Product Track and the Design Track.

Product Track: Divided into 6 categories: Ancient Capital Imprint, Red Culture Creative, Sci-Tech Integration, Fashion Trends, Scenario Innovation, and International Gifts (primarily targeting inbound tourists to Beijing).

Design Track: Includes two categories: "Beijing gifts" Slogan and "Beijing gifts" Shopping Bag. 

Interested parties can search for the "Beijing gifts" WeChat mini-program to view specific requirements and submit entries.

Winning entries will not only officially become part of the "Beijing gifts" collection but will also have the opportunity to apply for the "Beijing Municipal Measures for Rewarding the Expansion of New Cultural and Tourism Consumption" project, potentially receiving new consumption reward funds of up to 1 million yuan. Additionally, winners gain opportunities to showcase their products in "Beijing gifts" flagship stores, themed stores, and online platforms. Notably, winning entries gain access to official sales channels for major diplomatic events and the Beijing International Cultural and Tourism Consumption Expo, benefiting from government promotional resources. Future opportunities include participation in "Beijing gifts" supply fairs, staff purchase events, and official bulk procurement activities. The winners' list will be announced in late September based on the judging results, alongside a "Beijing gifts" cultural market event.

"Beijing gifts" Friendship Hotel Store Becomes First Hotel Location

Supported by the Beijing Municipal Bureau of Culture and Tourism and the Haidian District Bureau of Culture and Tourism, the "Beijing gifts" Friendship Hotel store recently opened for business. As the first "Beijing gifts" hotel-themed store, it features nearly a thousand items across categories like Tech & Culture Creative, Beijing Flavor Culture, Dual Olympic Theme, and Haidian gifts. This marks "Beijing gifts"' first foray into the hotel sales scene, strengthening district-municipal coordination and government-enterprise collaboration. Representatives from nearly 60 hotels citywide visited the Friendship Hotel store during the launch event to observe and plan for creating new cultural-tourism integrated consumption scenes based on their own characteristics.

12 "Beijing gifts" Summer Gift List Items Unveiled

Aligning with the tourism trends of "experiential, scenario-based, and immersive travel," "Beijing gifts" premiered its 2025 Summer Gift List at the launch event. Twelve companies introduced 12 new summer products, set to lead a wave of "Beijing gifts" new arrivals this summer:

The Ming Tombs Museum in Changping transformed four Ming Dynasty phoenix coronets into "Her Majesty Likes It (本宫喜欢)" and "My Royal Treasure (朕的宝贝)" fridge magnet series, reuniting the 600-year-old crowns in tangible, creative forms.

Jixiang Theater, with "revitalizing opera in daily life" at its core, launched the "Brilliant Pear Garden Jewelry Series," condensing Peking opera charm into wearable art echoing the theater.

The Capital Library drew inspiration from the Wanli edition "Peony Pavilion" dream scene illustration, creating the "Ink Rhyme Fragrance (墨韵流香)" scented pen set infused with traditional aesthetics, bringing ancient book aromas into life scenes.

Beijing Fine Art Academy used heritage-level scanning to reproduce Qi Baishi's original paintings, allowing ink art to transcend the paper surface.

The Palace Museum's "Auspicious Beasts of the Forbidden City (紫禁城祥瑞)" trendy toy series revitalizes mythical beast culture in modern forms, with coiled dragons and qilins becoming touchable cultural toys.

SoundAI Technology incorporated cosmic ring motifs into the diamond clasp of AI earphones, creating tech accessories with "golden texture and cosmic aesthetics."

Zhaogui Technology presented its star product, the "Aloe Anti-Acne Gel," a custom "Beijing gifts" item. Infusing cosmetics with cultural attributes, its 24 Solar Terms sequential skincare concept adds unique color to the brand.

"Five Refinements & Four Merits" Forge Beijing's New City Gift Identity

"Beijing gifts" is the nation's sole tourism commodity registered trademark named after a city. It adheres to the "Five Refinements" positioning – Distinctive, High-End, Exquisite, International, and Fashionable – and selects tourism commodities with "Four Merits": Culturally Rich, Characteristically Unique, High Quality, and Marketable. Using "gifts" as the medium, it conveys the capital's culture, narrates Beijing's stories, and showcases the spirit of the times.

Since its trademark registration in 2014, "Beijing gifts" has evolved through three stages – "Basic Supply," "Quality Enhancement," and "Emotional Value" – continuously defining new benchmarks for Chinese tourism commodities and city gift development. At the launch ceremony, five new stores – Friendship Hotel, Beichen Store, Great Wall Theme Store, Beijing Flavor Culture Theme Store, and Jiafu Store – were officially authorized as "Beijing gifts" outlets, bringing the total number of stores to 25. A resource-matching session was also held onsite, connecting "Beijing gifts" enterprises with sales channels like stores and hotels.

The 2025 Beijing Gifts Global Cultural and Creative Competition is jointly hosted by the Beijing Municipal Bureau of Culture and Tourism, Beijing Municipal Commerce Bureau, Beijing Municipal Cultural Heritage Bureau, Beijing Municipal Bureau of Economy and Information Technology, Beijing Municipal Medical Products Administration, and Beijing Municipal Adminisitration Center of Parks. The launch was witnessed by over a hundred representatives from cultural and creative enterprises, stores, academic institutions, and hotels.

The organizers also extended an open invitation to the public to become pilot operators or open "Beijing gifts" stores, setting no thresholds, geographical restrictions, or specific conditions, actively inviting social forces to join as new product developers, new store operators, and new partners for "Beijing gifts."