Since the release of the Beijing Winter Olympic Games mascot Bing Dwen Dwen，the popularity of the mascot has continued，becoming a model of perfect integration of Chinese culture and international Olympic spirit. Through the Olympic intellectual property rights reauthorisation，the design team has not only given the Bing Dwen Dwen vivid vitality，but also，on this basis，combined with the Chinese New Year culture and Chinese zodiac culture，successively launched the ‘Rabbit Dwen Dwen’ and ‘Loong Dwen Dwen’ and other derivatives，which further enriched the image connotation and cultural meaning of the Bing Dwen Dwen. Bing Dwen Dwen’s image connotation and cultural meaning. In particular，‘Loong Dwen Dwen’，as a ‘Beijing gift’ and the ‘social currency’ of the Chinese New Year，has not only been warmly sought after in the domestic market，but also won wide acclaim in the international market，becoming an important link between China and the world. The continuous design and development of the Bing Dwen Dwen IP is not only a long-term management of the Olympic legacy，but also a positive exploration of Chinese cultural heritage and innovation. Through continuous excavation and integration of traditional Chinese cultural elements，the design team has succeeded in making Bing Dwen Dwen a cultural IP with deep cultural connotation and wide influence，and become a new highlight in the development of China’s cultural trade industry. The success of Bing Dwen Dwen also provides a valuable revelation：in the context of the era of globalisation，through in-depth excavation and inheritance of local culture，combined with modern design concepts and technological means，designers are fully capable of creating Chinese cultural brands with international influence，promoting Chinese culture to the world，and contributing to the diversity of the world’s cultures with China’s wisdom and Chinese power.