Recently, with official FIFA authorization facilitated by Hangzhou Kayford Branding Co., Ltd.—the master licensee for the FIFA World Cup 2026™y in Greater China and an enterprise founded by a Shanghai Jiao Tong University alumnus.The USC–SJTU Institute of Cultural and Creative Industry (ICCI) partnered with the Xinjiang Intangible Cultural Heritage Research Center at Shihezi University and the team of Yang Xiuyu, a representative inheritor of Xibe embroidery—a national-level intangible cultural heritage project—to jointly develop a series of intangible cultural heritage-inspired cultural and creative products for the FIFA World Cup 2026™.

The collection includes embroidered footballs, sachet keychains, themed apparel and fashion backpacks. It has received special project authorization under the theme “Intangible Cultural Heritage Meets the World Cup,” officially entered the FIFA World Cup 2026™ merchandise portfolio, and is now available to consumers worldwide through the official FIFA retail platform.

Figure 1 FIFA World Cup 2026™-Themed Intangible Cultural Heritage Football Collection Featuring Xibe Embroidery Motifs

Figure 2. Screenshot of the Products Available on the Official FIFA Retail Platform

The project was led by Professor Han Ting, Party Secretary and Dean of ICCI, bringing together resources in university-based design innovation, local cultural research, traditional craftsmanship and international IP licensing. Associate Professor Yang Chao of Shihezi University contributed to the documentation of Xinjiang culture, field research and resource coordination. Yang Xiuyu’s team provided guidance on traditional techniques and reviewed the cultural accuracy of the designs, while Hangzhou Kayford Branding Co., Ltd. supported the licensing process and ensured the compliant development and market launch of the products.

Figure 3. An Intangible Cultural Heritage Inheritor Handcrafting FIFA World Cup-Themed Embroidered Products

The design team combined floral, vine, sun and auspicious motifs from Xibe embroidery with the values embodied by football, including unity, perseverance and cultural exchange. Digital design methods and AIGC-assisted tools were also introduced to support pattern restructuring, color exploration and application testing.

Figure 4. Display of FIFA World Cup 2026™-Themed Products

Figure 5. Shanghai Jiao Tong University Student Team Showcasing the Products

Through this collaboration, Xinjiang’s intangible cultural heritage has moved beyond conventional display settings into wearable, functional and shareable products for the global sports market, providing a new practical model for bringing China’s outstanding traditional culture to the world through an international sporting platform.