official merchandising is a key element for any olympic games. add to the equation the most populated country in the world, with the world's fastest growing economy, and you understand why huge attention is being given to the marketing effort for beijing 2008. beijing's olympics are set to become the most expensive sports event in history, the final cost of the 29th olympiad expected to overshadow the 10.3 billion us dollars that the athens organisers spent on the 2004 summer games. why not, therefore, make some money back? at beijing's largest official merchandise store, jade models of official games mascots are selling for an astonishing 39,000 us dollars for a set - reportedly the most expensive olympic souvenir ever. also doing good business, according to the stores, the array of coins, mascots and badges made of silver and gold. soundbite: (mandarin) "the olympic coins and other products made of gold and silver are not only souvenirs, they can also be a kind of profitable...