Ne Zha fans encouraged to avoid buying unauthorized merchandise

The blockbuster animated film Ne Zha 2 has amassed more than $2 billion worldwide, but its success has fueled a surge in unauthorized merchandise, raising concerns over copyright protection. Amid the rising demand for Ne Zha-themed items, China's top court has urged people to avoid buying unauthorized products.

The film's immense popularity among children has led to a trend of kindergarteners dressing up as Ne Zha — the rebellious, powerful deity child navigating the consequences of his destiny and fighting against new threats to protect his world — upon returning to school for the new semester. Vendors have capitalized on the craze, setting up stalls outside kindergartens in several Chinese cities to sell Ne Zha-inspired outfits and accessories.

"After watching the movie, my child has become a huge fan of Ne Zha," some parents wrote in online reviews of the items. Others added, "My kid loves the costume!"

A typical Ne Zha outfit includes a red vest with a lotus pattern, a lotus bellyband, drop-crotch pants and a yellow belt, along with replicas of the young hero's signature weapons — the silken threads of destiny, the rings of cosmic power and the fire-tipped spear.

"I am now fully focused on selling Ne Zha-themed items. The fire-tipped spear is the most popular among kids," said Chen Lei, a vendor from Xinyang, Henan province.

Online marketplaces have also jumped on the trend, with many Ne Zha costumes available on e-commerce platforms for between 30 and 50 yuan. A costume shop on Taobao has reportedly sold more than 10,000 sets. To attract buyers, some sellers incorporate elements from the movie, such as its logo and title, in their promotional posters.

Beyond costumes, a variety of derivative merchandise, including badges, plush toys and keychains featuring the film's main characters, is being sold both online and in physical stores. Some of these items are labeled as officially licensed.

Additionally, self-made Ne Zha-themed items such as postcards, stamps and miniature figurines have emerged. At a stationery fair held in Beijing in February, some vendors sold handmade Ne Zha-themed gifts and created custom drawings of the movie characters for customers.

"Copyright infringement has emerged with unauthorized production and sale of Ne Zha-related merchandise," said Liu Mingjie, a National People's Congress deputy and chairman of Liaoning Huari New Materials Co.

"Efforts should be made to encourage e-commerce platforms and other entities to establish relevant mechanisms to curb the circulation of pirated content at its source," Liu added.

The Supreme People's Procuratorate has warned that producing or selling products featuring elements from Ne Zha 2, including character designs, storylines and settings, without proper authorization constitutes copyright infringement.

Furthermore, the trademarks of the Ne Zha movie series have been officially registered, meaning unauthorized use of these trademarks in merchandise also violates copyright laws.

As the popularity of Ne Zha-themed products remains high, the SPP urged consumers to avoid purchasing unauthorized items.

"Consumers should choose official channels and licensed distributors. If any infringement is discovered, they are encouraged to report it to relevant authorities to help safeguard the film's creative integrity and maintain a healthy industry ecosystem," the SPP stated in its official WeChat account.

However, self-made Ne Zha items for personal use or as gifts without commercial intent are not considered copyright violations, according to lawyers.