The 3rd and 4th floors of the Huawei shopping center in Beijing offer ACGN derivative product spaces.
A more expensive metal and plastic badge than a good meal at the restaurant in Beijing? Wang Hui would have had trouble imagining it. Sporting a cartoon character, this object she considers simple “gadget” is however precious in the eyes of her high school daughter. For the latter, it represents a ray of sunshine in its stressful school life.
But let’s not be mistaken: this anecdote is not isolated. It is part of a much wider movement. Indeed, the products derived from the universes of animation, comics, video games and novels (ACGN, in English) arouse real enthusiasm among young Chinese people, particularly among generations Z and Alpha, that is to say those under 28. In addition, these goods linked to popular franchise characters are affectionately nicknamed Guzi. A term chosen both for its pronunciation close to “moods” in English and its meaning of “cereal grains” in Chinese. The act of buying guzi is often called chigu, which literally means “eating boods”. As if to remind you that it is necessary to feed on ACGN culture!
“The weekend, my daughter skims Guzi stores in shopping centers, and often spends more than an hour,” says Wang, adding that she spends between 50 and 200 yuan per week so as not to disappoint her daughter. “I do it as a reward for his good academic results, but also to help him blow in the face of study pressure. »»
According to data from the consulting firm Iimedia Research, the Guzi market in China reached around 169 billion yuan in 2024, against 120 billion in 2023. A dazzling progression, which should continue with an estimated market at more than 309 billion yuan by 2029.
A real reflection of the aspirations of the young generations, this booming segment illustrates the deep cultural impact of ACGN derivatives. Far from being simple objects, these Guzi embody extensions of their personality, bridges to their peers and emblems of their social identity.
Shanghai Bailian ZX Creative Center, the first shopping center for ACGN culture, is an essential destination for enthusiasts.
A booming market
The Guzi are available in a multitude of various products: badges, figurines, keychain, bag charms, as well as stationery accessories. These objects, both fun and functional, seduce with their originality and their ability to personalize everyday life. Among the most popular trends, the mysteries, which contain collectibles, captivate amateurs thanks to their unpredictable appearance and their promise of discovery.
Guzi prices vary considerably according to several factors, including the type of product, their popularity and the brand. For small items such as badges or keychain, prices start at around 10 yuan. On the other hand, for more elaborate products such as figurines or clothing, they can reach several hundred yuan. Limited editions are distinguished by higher prices, certain highly sought -after objects even exceeding several thousand yuan.
According to Tianyancha statistics, one of the largest business databases in China, the number of companies active in the Guzi sector increased by 14 % between January and November 2024 compared to the same period in 2023, reaching a total of 64,000.
This positive dynamic is also underlined by my Yuanfang, analyst at Zheshang Securities, which highlights the long -term growth potential of the Guzi economy. “New licenses and franchises will continue to emerge and develop, while marketing strategies and consumption scenarios will become more diverse and sophisticated,” he explains to the Tidenews information portal.
However, everything is not rosy in the land of the Guzi. Xiao Qi, owner of a store of these products in Beijing, warns against several challenges. “The Guzi market is becoming more and more competitive, with the arrival of many new players. Some of them favor rapid profits to the detriment of quality, even going so far as to sell counterfeit products at low prices. These practices affect the sustainable development of the sector. »»
Ms. Wang underlines another major pitfall: the growing homogenization of the market. Indeed, Guzi stores often focus on the same popular licenses, which leads to a rehearsal of items from one store to another and limits the diversity and originality offered to consumers.
Wang Peng, associate researcher at the Beijing Social Sciences Academy, has highlighted the conditions necessary for the sustainability of the Guzi economy. According to him, young consumers show lasting interest in products that resonate emotionally with them and offer personalization. However, it warns: if the market is carried by an excessive media threw or by speculative behaviors that make prices flambé, this growth could be only temporary. “To ensure a sustainable future in the sector, it is essential to improve the quality of products, to diversify sources of inspiration, to innovate continuously in product design, to strengthen research and development capacities, and to better regulate the market,” said the researcher at the China Consumer News newspaper.
Emergence of an ACGN subculture
Mme Wang’s daughter Wu Ziyi shared that she had collected nearly 100 Guzi articles. “I particularly love Haikyū !! (a popular Japanese shonen on volleyball, editor’s note)! I classify carefully and exhibit all the products I bought, and whenever I see them, it gives me joy. »»
But why do the Guzi exercise such an attraction on young people? According to Tang Qiao, deputy director of the online literature research office at the Institute of Literature of the Chinese Social Sciences, they embody the deep affection and fidelity that fans feel towards the characters and the universes of their favorite works, whether online literature, anime or films. These objects have a double value: they are both collector pieces and personal expression supports, but above all, they have an essential social dimension.
For many young people, the Guzi are much more than simple objects: they are a language. A way to express their identity and create links with other enthusiasts. On social networks, fans proudly share their collections and exchange advice. As a cult sentence often repeats among amateurs: “If you don’t show your guzi, it’s as if you had never bought them. »»
These objects also play a central role in the creation of united communities around their favorite universes. Young people find themselves in Guzi stores, transforming these visits into key moments in their social life and used to strengthen their friendships around shared passions.
The culture of Guzi has thus imposed itself as a major subculture. Faced with this craze, shopping centers redesigned their spaces and integrated specialized shops, which brought back into physical stores a young audience who used to favor online purchases.
While many shopping centers several decades, formerly marked by obsolete decorations, are transformed into vibrant hubs dedicated to ACGN culture. They are not content to revitalize their spaces: they redefine their role in society. By regularly welcoming themed events, they create a unique atmosphere where nostalgia and modern pop culture intersect. These places, which have become full cultural destinations, show how Guzi transcend their status of objects to inspire new forms of sociability and creativity. A good deal, isn’t it?
*Lu Yan is a journalist at Beijing Information.
