IP-powered ACG economy continues to grow in Chinese market
In east China's Shanghai, the youth-driven "guzi" economy, a consumer phenomenon rooted in anime, comics and game (ACG) culture, is becoming part of everyday life.
The term "guzi," a homonym for the English word "goods," refers to badges, acrylic figure stands, cards and other IP-related merchandise and collectibles.
This new consumption trend has brought fresh opportunities for creators and brands, as well as traditional shopping malls.
A report by data analysis provider iiMedia Research indicates China's "guzi economy" market reached 168.9 billion yuan (approximately $23.5 billion) in 2024, marking a 40.63 percent increase year on year. It is projected to exceed 300 billion yuan by 2029.
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