The Guzhi economy is expanding rapidly in China, with rising popularity of anime-related merchandise cited as a contributing factor. The article reports that Bandai Namco Holdings and Takara Tomy are focusing on developing this new market.
A new market trend known as the Guzhi economy is spreading primarily in China, driving up demand for anime-related merchandise.
Against this backdrop, Bandai Namco Holdings and Takara Tomy are developing the Chinese market through measures including opening stores on distributor marketplaces and expanding their e-commerce operations.
In China, sales channels are reportedly expanding through cross-border e-commerce on platforms such as Douyin and Tmall, partly influenced by e-commerce events such as 618.
This special feature, presented from the perspective of a foreign correspondent, covers strategies for selling merchandise related to content businesses in China and trends in the commercialization of intellectual property products.