China's Generation Z is driving a new and unique consumption trend, with animation, comics, and gaming merchandise that hold the special emotional value gaining increasing popularity among young people.
"Guzi" in Chinese, or "goods" in English, is a general term for animation, comic and gaming products, including blind boxes, badges and dolls of virtual characters.
According to China Insights Consultancy, the ACG economy in China has surged to about 170 billion yuan (23 billion U.S. dollars) in 2024, and its overall market size is expected to reach 300 billion yuan (43 billion U.S. dollars) by 2029.
Currently, animation, comics, and games have become some of the hottest topics among Chinese young people, with related merchandise serving as a form of "currency" for them.
Qian Yitong, a college student, also an enthusiastic comic and gaming fan, said these products provide her with spiritual comfort.
"I'm in exam week now. As soon as I wake up every day, I start studying. So I come here specially to admire these beautiful goods and relieve my stress," she said at a "Guzi" store in Beijing.
According to Qian, almost half of her friends are also animation, comic and gaming lovers. They watched cartoons when they were kids, and read comics and played video games when they got a bit older.
"Many of my classmates bought dolls made of anime characters and put them in front of them when studying in the library to give themselves spiritual strength," she added.
From a psychological perspective, experts said paying for emotional comfort reflects changes in Chinese consumption trends among young people.
"The qualities of animation, comic and gaming characters, such as their toughness and bravery, also give them spiritual power. The wonderful memories and companionship of physical goods can strengthen that feeling. Common hobbies can also easily expand the social circle of young people, which is beneficial for mental health," said psychologist Zhang Manyu.
Many big cities in China, such as Beijing, Shanghai and Chengdu, are now treating the animation, comic and gaming industry as an engine for economic growth by creating commercial complexes that attract young people to shop offline.
China's Generation Z drives new consumption trends in animation, comics, gaming merchandise
