More than just cosplay

More than just cosplay – Chinadaily.com.cn

More than just cosplay

Fans gather at BilibiliWorld convention to show appreciation for original Chinese IPs and learn more about where the ACGN industry is headed, Wang Ying reports.

During the opening ceremony of BilibiliWorld 2026 on July 10, a group of Silver Palace cosplayers dance at the National Exhibition and Convention Center in Shanghai. ZHOU YOU/FOR CHINA DAILY

Less than 10 hours of sleep in three days. That was the plan Yin Jiayou happily signed up for as she headed to Shanghai’s biggest annual gathering for animation fans.

The 18-year-old, attending BilibiliWorld for the third time, woke up at 5 am on opening day. After spending nearly three hours dressing up as one of her favorite characters, she joined tens of thousands of fans at BilibiliWorld 2026, one of Asia’s largest offline ACGN (animation, comics, games, and novels) conventions, held in Shanghai from July 10 to 12.

After Yin arrived at the venue in full costume, she was quickly surrounded by fellow fans eager to take photos with her.

“The character I’m cosplaying is Thirteen, a female character from the original Chinese animation Scissor Seven. She’s known for her elegant look and is one of the series’ most popular characters,” Yin says.

According to Yin, Thirteen has deep green eyes, two mole-like teardrops under her eyes, and hair braids that are tipped with a blade-shaped pendant.

Standing with Yin is her friend Jin Zihan, a 17-year-old girl taking part in the ACGN sensation for the first time this year. She cosplayed Qi, another Scissor Seven character.

“We were told we would get to meet the animation’s creators later, and we’re so excited. We’re huge fans, and this might even give us a chance to find out what’s coming next. It’s been a while since the last update,” Jin says, adding that she became a fan of the IP (intellectual property) during middle school.

As one of the first Chinese animations to become a Netflix Original, Scissor Seven will expand into new films, spin-off series, games, and more, announced the original Chinese animated IP’s owner Ahaverse on July 10.

At BilibiliWorld 2026, a range of new projects and experiences based on the IP were unveiled for global release in the coming years, ranging from a movie and an original mobile action-adventure game to an annual live music experience.

Booth for Honkai: Star Rail. ZHOU YOU/FOR CHINA DAILY

“These are not standalone projects. They represent how Scissor Seven is evolving into a living world that continues to grow and expand,” says Zou Shasha, founder and chief IP officer of Ahaverse, an original Chinese IP ecosystem company.

According to Zou, their long-term vision is to develop it from a single story into an ecosystem with more characters, richer storylines, diverse content formats, and immersive live experiences, while continuing to enrich it through collaboration with creators from different fields.

Since debuting in 2018, Scissor Seven has grown into one of China’s most internationally recognized animated franchises, reaching audiences around the world through streaming platforms, multiple language dubs, comics, games, music, merchandise, and live experiences. Streaming in over 190 countries as one of the first original Chinese animations to become a Netflix Original, the franchise has attracted more than 40 million fans worldwide and over 30 billion views across platforms.

The excitement among animation fans for the original Chinese IP is not isolated. Against the backdrop of China’s push for high-quality development in its cultural industry and the rapid transformation of the digital cultural sector, original Chinese IPs are emerging as a key driver for integrating creative content, digital entertainment and offline consumer experiences.

For 27-year-old Mao Haha, a loyal fan of original Chinese animations for more than a decade, original Chinese anime resonates with her more deeply, as its storytelling strikes a stronger emotional chord.

“Sometimes the characters make me feel like they are living the life I’ve always dreamed of. That emotional resonance is something I’ve only experienced in original Chinese works,” Mao says, adding that her favorite is the Grave Robbers’ Chronicles, a mystery-adventure series.

The itasha (pain cars) exhibits showcase animation-themed cars. ZHOU YOU/FOR CHINA DAILY

To make it to the ACGN event in Shanghai, she worked overtime throughout the previous week to clear her schedule. Getting up at 6 am, Mao traveled from Hangzhou, Zhejiang province, to attend BilibiliWorld in Shanghai.

“The moment I walked into the venue, I felt every bit of the effort had been worthwhile,” she says.

BilibiliWorld 2026 was held at Shanghai’s National Exhibition and Convention Center. As one of Asia’s largest offline ACGN conventions, this year’s event attracted more than 170 exhibitors, with over 700 booths and 130 game developers from around the world.

Launched in 2017 by Bilibili, one of China’s video-sharing platforms, the event has grown into a major offline gathering for ACGN enthusiasts, offering immersive experiences and a platform for fans to connect.

This year’s event opened overseas ticket sales for the first time, reaching audiences in more than 190 countries and regions. Its 2025 edition attracted more than 400,000 visitors, with passport holders accounting for 13 percent of ticket buyers.

The growing popularity of the event reflects the rapid expansion of China’s ACGN market. According to market research consulting firm iResearch, the sector reached 597.7 billion yuan ($88.33 billion) in 2024, nearly doubling from 2019, and is expected to grow to 834.4 billion yuan by 2029.

As the market expands, original Chinese IPs have also gained increasing recognition. The animated film Ne Zha 2, released during the 2025 Spring Festival holiday and based on characters from a classic Chinese mythological novel, reported box office revenue of more than 15.4 billion yuan. Meanwhile, Chinese game developer Game Science’s Black Myth: Wukong, released in 2024 for PC and consoles, also became a global hit.

With a large group of ACGN fans nationwide, China has a vast consumer base to support the development of globally competitive original IPs. Industry observers believe the country’s animation and gaming industries are poised to gain greater global influence.

Two cosplayers sit in electric model cars for a parade inside the venue on the same day. ZHOU YOU/FOR CHINA DAILY