Guzi (谷子) Economy: National IP Surpasses Japanese IP, Blind Box and Badge Lead Youth Consumption
The Guzi (谷子) economy—merchandise derived from anime, games, and web novel IP—is experiencing structural changes in 2026, with domestic Chinese IP rapidly rising to surpass Japanese IP in popularity.
Key Data:
47% of young consumers prefer domestic non-anime IP like MOLLY, surpassing the 31% who prefer Japanese IP like Sanrio
China’s ACG industry scale grew from ¥25.3 billion in 2017 to ¥87.8 billion in 2024, with a CAGR of 19%
User base exceeds 500 million, with Z世代 accounting for 95%
Consumption Profile (18-35 age group):
Top Categories: Blind boxes, hanging ornaments, badges (吧唧)
Purchase Frequency: Over 50% buy once per month; about 40% buy 3-5 times per month
Spending: 59% spend ¥50-200 per purchase; 31% spend under ¥50
Birthday Relevance: Guzi products—badges, acrylic standees, cards, plush toys—are increasingly used as birthday gifts and party decorations among anime and gaming fans .
