Not just for kids

Yu Yu, 20, loves idol anime, which involves stories about the main character training, rehearsing, competing, and improving themselves to succeed. The genre combines well-animated choreography and memorable songs. The first idol anime she read was Aikatsu! when she was about 10 years old.

She travels to Japan to visit gu zi shops, an experience she describes as being like "a mouse falling into a jar full of grains".

"I stay in the shops all day long, searching for gu zi of my favorite characters," said Yu Yu, who spends about 2,000 to 3,000 yuan per month on buying gu zi.

Yu Yu's mother, who was born in 1981, shares her daughter's passion for anime.

"When she (my mother) was a child, she also loved reading comic books, just like me. So, I am very lucky that she supports my hobby and shares what I love," she added.

Song Shuang, owner of a gu zi shop in Beijing's Huaxi Live mall in Wukesong, said having a tangible item gives enthusiasts a reason to communicate with people who share the same interest. Young people who grew up with the internet and anime culture, not only have spiritual support but also a way to socialize, said Song, whose shop has a space where customers can sit down, chat and play games.

Song, 37, is a Beijing native, and grew up reading comic books and watching cartoons. She said the number of gu zi enthusiasts is not only vast, but the pastime spans a wide range of ages, including herself. However, she isn't worried about being seen as immature.

"For adults my age, we didn't have as many gu zi products as today's young people. But we do have our own favorite anime characters," she said. "Now, we are financially independent and able to buy the things we like."

In August 2023, Song opened her first shop, Ciyuan Jihua, in Beijing's Drum Tower area, an old neighborhood renowned for its hutongs and courtyards.

She also helps organize events for anime fans. In March, about 500 people gathered in her shop to celebrate the birthday of their favorite character, Wu Xie from The Grave Robbers' Chronicles, a popular Chinese anime based on a well-known novel.

"For individual operators, running a gu zi shop is more akin to managing a community centered around shared interests," she said. "Shop owners must have a deep passion for anime culture to navigate the complexities of sourcing, distribution, and community engagement effectively."