In Shanghai, in the eastern Chinese mainland, a new consumer wave is reshaping how young people shop, play and connect. Dubbed the 'guzi economy,' this trend draws its power from anime, comics and games (ACG) culture — and it's weaving itself into everyday life.
According to a recent report by data analysis provider iiMedia Research, the guzi economy in the Chinese mainland reached 168.9 billion yuan (about $23.5 billion) in 2024, marking a year-on-year jump of 40.6 percent. If this pace holds, the market is set to top 300 billion yuan by 2029.
For creators and entrepreneurs, this boom means fresh avenues to innovate. Independent artists are collaborating with lifestyle brands to launch limited-edition collectibles, while pop-up events at traditional shopping malls are turning ACG staples into social media gold.
Business leaders are taking note, from tech startups building virtual fan communities to established retailers revamping stores to showcase digital-meets-physical experiences. This blend of nostalgia, tech and community is defining a new era of consumption.
As the guzi economy gains momentum, it offers a glimpse into how global youth cultures can drive economies and reshape markets — one comic, one cosplay, one game at a time.
Reference(s):
Youth-driven 'guzi economy' continues to grow in Chinese market
cgtn.com
