Labubu toys, Nezha trading cards, and Ita-bags adorned with anime IP badges—increasingly, young people are happy to spend money on anime merchandise. While we’re still scratching our heads over what “eating guzi (chigu)” means, the anime merchandise economy has already become the new focus of China’s consumer market. Why has anime merchandise taken off so suddenly? What new changes have occurred in the consumption concepts and habits of the younger generation? Let’s hit the streets and hear what Gen Z has to say.

Chief Producer: Yu Xiaona

Supervising Producer: Huang Yanshu

Content: Huang Zihao,Wu Wanjie, Xie Ping (Intern)

Poster: Li Jili

Overseas Operations Supervising Producer: Huang Yanshu

Overseas Content Coordinator: Huang Zihao

Overseas Operations Editors: Zhuang Huan, Wu Wanjie, Long Lihua, Zhang Weitao

Produced by: Southern Finance Omnimedia Group

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