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I'm not sure I'm following but I'll try to work through it with you!

The PDFs here are pay-what-you-want, but don't come with cards or any character creation info.

There should be a "Buy Now" button at the top of the page where you would get the PDFs. I think if you don't pay for them, they are not linked to your itch account. 

International folks can buy cards from worldchamp.io/store. If you purchase anything there, there are instructions in your confirmation to get free download keys from me.

See, that's the thing... when I click on "Buy Now" a pop-up window opens which wants me to pay $22+ for the 3 piece cardpack and shipping. No other options.
I can't lower the price either.
That's what is confusing me.
Since I live in Germany, I wouln't receive the cardpack if I pay the $22 right? :0

the only way to order card packs internationally is at worldchamp.io/store. 

I think I fixed  a setting just now that allows access to the pwyw pdfs for everyone using the button at the top of the page, not the one under “rewards”