Anime shopping phenomenon injects life, color into malls

Stepping into the second underground floor of Beijing's Wangfujing Xiyue Shopping Center is like entering a teenager's surreal, subterranean wonderland.

Young people are dressed in lovingly crafted outfits — some with cat ears or animal tails — while others wear cosplay costumes mimicking their favorite anime characters. Even on a scorching summer's day when the air hangs heavy, the vibe is electric.

Shops are stocked with anime-themed trinkets and toys, and at the center of the mall, a bustling market sells collections of tin badges, cards, acrylic figurines and other memorabilia.

Eager shoppers search for their favorite merchandise, and they often celebrate with a squeal of delight when they find a coveted or limited-edition item.

These beautifully designed anime-themed products, known colloquially as guzi (a homophone of the English word "goods"), are licensed by the producers of anime and games. Some are sold in blind boxes, with prices ranging from 12 ($1.67) to hundreds of yuan.

However, to enthusiasts these gu zi are more than just collectibles. Acquiring them is a lifestyle that allows them to express their identity, taste, and also make emotional connections. The act of buying these items is fondly referred to as "eating gu".

Even amid this riot of color and finery, 16-year-old Qi Li stands out. The cosplayer, who wears makeup, wigs and costumes, draws her inspiration from the character Kenma Kozume in the popular Japanese anime and manga series Haikyu!! which revolves around a volleyball team.

As she walks around Ciyuan Xiagu, one of the most popular gu zi outlets in the mall, other shoppers stop her and ask to take selfies.

"I often come here because the gu zi are updated frequently," said Qi Li, as she explains the emotional joy the items bring her, especially when she returns to her cozy room adorned with her tiny treasures after school.

"I often change my costumes and sometimes I make them by myself," she said. "It takes me about 40 minutes to do the makeup. When I finish and stand in front of the mirror, I feel like I'm bringing the character alive."

Qi Li said she loves going to gu zi shops dressed as her favorite characters, and feels proud and confident when people ask to take selfies with her.

She is a big fan of ACG (Anime, Comic, and Games), and said that her mother supports her hobby and often drives her to digital entertainment and gaming expos such as ChinaJoy, one of the biggest ones in the country, "as long as I finish my homework".

Retail phenomenon

The rapid sales growth of these specialized goods is an indication of the purchasing power of the tech-savvy younger generation. Since May, topics like "Gu zi shops reviving old malls" have been trending online, bringing the sales phenomenon to the attention of the public.

"This year, in particular, gu zi shops are becoming increasingly prevalent in shopping malls around the country, from first-tier cities to second, even third-tier cities," said Beijing native, Xue, the co-founder and co-owner of Ciyuan Xiagu, who asked only his family name be used.

"Locations such as Beijing's Wangfujing Xiyue Shopping Center, Shanghai's Bailian ZX Creative Plaza, and Wuhan's Trend Box X118 have undergone transformations, dedicating entire floors or even entire buildings to these stores and cultural spaces," said the 45-year-old, adding his shop had experienced a surge in sales since May.

Xue, who studied and lived in Japan and previously worked for a Chinese toy company, is a veteran of the anime world.

"To enter this industry, first, you have to genuinely like it. Second, you need to understand its nuances. If you don't know anything about anime and how it works, how can you find good suppliers?" he asked.

For many anime enthusiasts, collecting merchandise is an integral part of their fandom experience, he said.

"Building an impressive anime merchandise collection not only allows fans to express their love for their favorite characters and series, but also provides a sense of connection to the characters and stories they hold dear," Xue said.

He launched Ciyuan Xiagu in December 2023 with three friends who share the same passion. "The mall is one of the first in Beijing highlighting shops pivoting to fit the demands of a digital age. It has become one of the most popular destinations for gu zi lovers," he said.

While facing competition from online sales, Xue said Ciyuan Xiagu opened its second shop in Chongwenmen in downtown Beijing. A third shop will be launched this October in Xidan, another major commercial area in the capital.

Different from traditional figurines and action figures, gu zi primarily appeals to high school and university students, said Xue's friend Liu, another co-founder and co-owner of Ciyuan Xiagu, who also wanted to only use his family name.