“Ne Zha 2” cards and pins triggered a purchase boom at Kayou’s Hopson outlet. - By Jiang Xiaowei
Animation, comic and game (ACG) has evolved from a niche hobby to a new consumption trend, a report revealed on Tuesday.
The scale of China’s general ACG user base has surged from 210 million in 2017 to an estimated 526 million by 2025, nearly a 1.5-fold increase. The current user group spans four generations, from post-80s to post-10s, forming a multi-generational integrated ecosystem and promoting the breakthrough of ACG culture into mainstream consumption trend.
By 2024, the market for anime and gaming-related products had expanded dramatically, reaching nearly 600 billion yuan (US$82).
In a survey involving over 10,000 participants which was released on Tuesday, the Shanghai Consumer Council found that nearly half had bought anime (49.33 percent) or gaming merchandise (50.11 percent).
Popular items included collectible figures and cards, as well as convenient and symbolic badges and keychains.
A COMIPLUS+ shop in Yangpu District attracts young customers. - By Jiang Xiaowei
E-sports products were also popular, with 36.12 percent regularly purchasing items such as themed gaming gear, valued both for their performance and visual appeal. Around 26.34 percent bought anime-themed clothing, accessories, and household items, appreciating how these products made everyday items more visually engaging.
Offline experiences like themed cafes, restaurants parks and exhibitions have generated significant interest as they have created an immersive anime atmosphere through carefully designed dishes and decorations, with 26.67 percent of respondents attending related events.
ACG items appeal young consumers. - By Jiang Xiaowei
A customer picks ACG items. - By Jiang Xiaowei
Emotional connections strongly influenced consumer choices. About 41.51 percent said they purchased products due to emotional resonance with characters or stories, and more than 25 percent expressed personal happiness from their purchases. Limited editions and collectible items further appealed to about 12.82 percent of respondents.
Social interaction also played a significant role in anime and gaming consumption, with 47.8 percent valuing these products as social tools, and 52.45 percent regularly displaying their collections publicly.
A sharing on ACG consumption trend hosted by Shanghai Consumer Council
Future expectations highlighted by consumers included stronger integration of traditional Chinese culture (44.97 percent), broader global recognition of Chinese anime culture (45.4 percent), increased use of immersive technologies like VR and AR (38.76 percent), and greater product personalization (30.77 percent).
Regarding consumer rights, 55.46 percent stressed the need for specialized protections reflecting the emotional and social value of these products. Major consumer concerns included price manipulation and unauthorized high-priced pre-sales, highlighted by 46.59 percent and 40.08 percent respectively. Additionally, 35.5 percent urged stronger consumer rights protections, and 18.69 percent called for proactive roles by consumer councils and industry leaders in safeguarding consumer interests.
ACG cards displayed - By Jiang Xiaowei
“Ne Zha 2” products are featured at a store. - By Jiang Xiaowei