A female cosplayer at ChinaJoy (IC).
The Pudong New Area will host its inaugural Guzi Consumer Festival this July, capitalizing on the growing demand for anime, gaming, and pop culture merchandise.
The term “guzi,” a phonetic play on the English word “goods,” refers to a market driven by products tied to popular IPs in anime, gaming, and entertainment in youth slang.
It’s more than just about products — it taps into the emotional connections fans have with these universes while fueling wider industry growth.
Disney’s store in the Lujiazui area.
In 2024, China’s “guzi economy” was valued at 168.9 billion yuan (US$ 23.65 billion), with forecasts predicting it will surpass 300 billion yuan by 2029. Shanghai plays a key role in this sector, home to renowned ACG (animation, comics, and games) hubs like Jing’an Joy City and Bailian ZX.
The first-ever guzi festival will coincide with the 2025 ChinaJoy exhibition, featuring a mix of pop-up events, themed markets, and Citywalk experiences aimed at attracting fans of ACG culture.