In Shanghai's bustling shopping districts, a cultural revolution is unfolding as young consumers fuel the rapid rise of the "guzi economy" – a vibrant fusion of anime, comics, and gaming (ACG) culture transforming mainstream commerce. This phenomenon has evolved from niche subculture to economic powerhouse, with enthusiasts sporting character-themed apparel and queuing for limited-edition collaborations between ACG franchises and retail brands.
New data from iiMedia Research reveals the guzi economy market surged to 168.9 billion yuan ($23.5 billion) in 2024, representing 40.63% annual growth. Analysts project this figure will double by 2029, signaling sustained momentum in youth-driven consumption patterns.
Traditional retail spaces are adapting to capitalize on the trend. Major Shanghai malls now host pop-up ACG exhibitions and interactive gaming zones, while domestic brands leverage character licensing deals to attract millennial and Gen Z shoppers. "This isn't just merchandising – it's creating immersive experiences that blend storytelling with commerce," noted a retail analyst familiar with the trend.
The economic ripple effects extend beyond entertainment, influencing sectors from fashion to food services. Entrepreneurs are finding success through niche ACG-themed cafes and custom merchandise platforms, while established corporations invest in original character development to build brand loyalty among China's 415 million ACG enthusiasts.
