ISU Opens Milan Home of Skating with Special LABUBU Appearance

The International Skating Union opened its first Home of Skating in Milan on the sidelines of the Milano Cortina 2026 Olympic Winter Games, and Pop Mart’s flagship character LABUBU made a headline-making first European appearance at the private inauguration. ISU presented the venue as a showcase for the federation’s Vision 2030 goals, aiming to merge athletic storytelling with broader cultural creativity.

The event opened with a speech by ISU President Jae Youl Kim and was hosted by Olympic champion Brian Boitano. ISU Director General Colin Smith joined Jae Youl Kim in welcoming invited guests, with former Olympic champion Shizuka Arakawa among attendees. Guests passed through an immersive, exhibition-style tunnel that highlights ISU’s vision, core values and innovations shaping the future of skating. The Home of Skating will welcome athletes, partners, broadcasters and stakeholders during the Games but is not open to the public; ISU said exclusive content generated at the venue will be shared through its digital media channels.

Jae Youl Kim framed the opening as a milestone. He said, “It’s SHOWTIME on the opening weekend of the Olympic Winter Games, and opening the doors of the ISU Home of Skating for the first time marks a landmark moment for our sport. This Home reflects our Vision 2030 journey - a place where the world comes together to celebrate our athletes and tell their stories, not only here in Milan, but through our platforms to our 330 million skating fans around the world.” The ISU also highlighted LABUBU as a cultural fit, quoting Kim on Instagram: “The Home of Skating will showcase our sports’ artistic spirit and expression through immersive experiences and we thought: who better embodies those values than the free-spirited and individual LABUBU, who we admire! This collaboration will bring a fresh, creative energy to the Home of Skating, giving LABUBU a powerful setting that blends visual impact with emotional resonance and helps us to tell stronger skating stories together.”

A symbolic gift exchange punctuated the ceremony. ISU photo captions show Jae Youl Kim presenting LABUBU with what one caption described as a “special first Olympic medal,” while ISU received a commemorative collector’s item from Pop Mart. LABUBU’s appearance also ties into the brand’s 10th anniversary and a series of activations planned for Milano Cortina 2026.

Pop Mart amplified the moment on social media with a post that reads, “LABUBU Arrives in Milan, Italy at the @isufigureskating Home of Skating!” The pop-culture context was further sketched by coverage that describes LABUBU as part of Pop Mart’s Blind Box universe, including a custom-wrapped LABUBU bus tour across Milan with stops such as Stazione Centrale and Italy-only pins and lanyards available for fans, a local outlet reported.

For collectors, skating fans and culture-watchers the ISU Home of Skating signals a deliberate crossover: sport framed as spectacle and storytelling, and collectibles positioned as cultural currency at an Olympic moment. Expect ISU to roll out videos and highlights on its channels in the coming days, and watch for LABUBU activations across Milan as the Games continue.