The Rise and Future of 'Guzi' Culture in China
In China, ‘guzi’ (周边/merchandise) collecting has evolved into a cultural phenomenon, with fans spending significant amounts on items like badges and art prints. This article examines its cultural impact, economic implications, and future trajectory.
The explosive growth of ‘guzi’ culture in China reflects a significant shift in consumer behavior among young people. At its core, ‘guzi’ - derived from the pronunciation of “goods” - encompasses merchandise related to anime, games, and idol culture, including badges, art prints, acrylic stands, and other collectibles.
For collectors like Tianqing, a 26-year-old enthusiast, these items hold deep emotional value despite their seemingly modest physical form. She willingly spends hundreds of yuan on single pieces, carefully preserving them in display cases alongside posters and handmade items of her favorite characters. Over six years, she has invested nearly all her disposable income in her collection, occasionally relying on credit cards to fuel her passion.
This phenomenon has caught the attention of China’s financial markets, with stocks related to the ‘guzi’ industry seeing significant gains. Terms like ‘guzi,’ ‘bajin’ (badges), and ‘tongketu’ (fan art) have entered mainstream discourse, introducing outsiders to this vibrant subculture.
Behind this trend lies a complex economic ecosystem. While some criticize it as irrational spending, supporters argue it represents a natural evolution of consumer culture in modern China. The market has expanded beyond traditional anime and manga merchandise to include mobile games and other digital entertainment products, creating a diverse range of collectibles.
However, the industry faces challenges. Unlike Japan’s well-established merchandise market, which spans physical stores, second-hand shops, and international exports, China’s ‘guzi’ market remains relatively insular. The lack of a robust second-hand market and limited international appeal could affect long-term sustainability.
The monetization of fan culture has also raised concerns about market speculation and artificial scarcity. Some badges reportedly selling for over 70,000 yuan highlight potential market distortions. Yet, defenders argue these items' value lies in their emotional significance and role in community building among fans.
Looking ahead to 2025, the ‘guzi’ market stands at a crossroads. Its future may depend on developing more sophisticated distribution channels, establishing quality standards, and building legitimate secondary markets. The challenge lies in maintaining the authentic connection with fan communities while developing sustainable business models.
Most importantly, this phenomenon represents more than just a consumer trend - it reflects changing values and social connections in modern China. For many young people, ‘guzi’ collecting provides both personal satisfaction and a sense of community in an increasingly digital world.