Profitable hobby

When he was still in high school, the parents of 24-year-old Wang Gefei used to worry that their son's obsession with ACG would affect his behavior.

Despite their concern, Wang graduated from Dalian University of Foreign Languages in 2023 with a major in Japanese. "My hobby inspired me to choose the major and my parents, who are both civil servants, felt relieved," he said.

However, his recent decision to open his own gu zi shop again worried his parents.

Early this year, he launched his first shop, Jiju Chaowan or Super Toy, in his hometown of Dalian in Liaoning province. He now owns three shops in Dalian, which has reassured his parents he can develop a career based on his hobby.

Wang believes the rise in the popularity of anime-themed stores is linked to the widespread dissemination of anime culture. Students from middle schools to universities are the main consumer group, and they have contributed significantly to the trend through their increased purchasing power and diverse cultural demands.

The widespread use of social media and online platforms has also made it easier to promote and sell anime-themed merchandise, Wang said. Teenagers use social media to stay informed about the latest anime-themed products and events, participate in discussions, and share their interests.

The huge demand, diverse product categories, and robust supply, have given rise to price competition as well as a large market for secondhand gu zi, he added. Some enthusiasts can earn a stable income by reselling secondhand merchandise.

"For the young people, these things are their spiritual nourishment. They're cultivating financial acumen through this hobby, which I find quite positive," Wang said.