Japanese anime merchandise is enjoying a surge in popularity in China, where adults who grew up watching Japanese animation are increasingly spending on Gundam plastic models, Mini 4WD cars, figures and other character goods, helping fuel a rapidly expanding market known as the “goods economy.”
The strength of the trend was on display at a major anime and gaming event held in Shanghai by a Chinese video-streaming platform, where large numbers of young visitors gathered to buy merchandise and take part in activities connected with popular animation, manga and games.
The event has continued to expand since it was first held in 2017 and has grown into one of the largest gatherings of its kind in Asia.
More than 170 companies participated, including Japanese businesses seeking to strengthen their presence in the Chinese market.
Takara Tomy, whose Beyblade products have gained popularity in China, exhibited at the event for the first time.
A company representative described China as an important market and said Takara Tomy intends to make it one of the areas receiving the greatest strategic attention in the years ahead.
Character merchandise was one of the main attractions at the event.
In China, demand for anime goods, figures and related products has expanded so rapidly that the term “goods economy” has come into widespread use to describe the growing market.
Bandai Namco is among the Japanese companies benefiting from the trend.
One local Bandai Namco employee, identified as A, has been a fan of the company’s Gundam franchise since childhood. His workplace desk is lined with Gundam plastic models, commonly known as Gunpla.
A said he has been a Gundam fan for about 20 years and described being surrounded by the franchise every day as a
He first encountered Gunpla as a child and was immediately attracted by their colorful and elaborate designs. Now in his 30s, he continues to collect the models.
According to A, a large portion of the Chinese fan base is concentrated among people in their 20s to 40s.
Many began watching Japanese animation when they were children and have since entered the workforce and gained greater disposable income, allowing them to spend more on models, figures and other products they once admired but could not afford.
That has created a form of nostalgia-driven consumption in which adults buy toys and merchandise connected with the entertainment they enjoyed when they were younger.
The phenomenon is not limited to Gundam.
Mini 4WD racing cars, another Japanese toy with a long history, have also attracted dedicated adult enthusiasts in China.
At competitions, participants race customized Mini 4WD cars while exchanging ideas and interacting with other fans.
One enthusiast said he had been involved with the hobby since around the third or fourth grade of elementary school, giving him roughly 30 years of experience.
He said competitions provide an opportunity not only to enjoy the cars but also to meet other enthusiasts and exchange information.
The renewed enthusiasm resembles the revival of Mini 4WD popularity seen in Japan, with Chinese adults devoting significant time and money to a hobby they first encountered as children.
Japanese toys and character products are therefore becoming more than consumer items, serving as a way for fans to connect with one another and, in some cases, bridge generations.
At the Shanghai event, Bandai Namco’s booth drew large numbers of visitors after months of preparation by local staff.
A said seeing the enthusiasm of Chinese fans made him extremely happy.
A Bandai Namco representative said the company was grateful that so many Chinese consumers continued to support Japanese intellectual property, products and services.
The company plans to expand the number of Gundam-related stores on the Chinese mainland from the current 18 to 25 within the current fiscal year as it moves to further develop the Chinese market.
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Japanese anime merchandise is enjoying a surge in popularity in China, where adults who grew up watching Japanese animation are increasingly spending on Gundam plastic models, Mini 4WD cars, figures and other character goods, helping fuel a rapidly expanding market known as the “goods economy.”
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