Anime Craze Fuels Booming Market in China
A wave of anime and manga obsession is sweeping across China, transforming playgrounds into bustling trading grounds and fueling a billion-dollar industry. Collectors, young and old, are shelling out significant sums for everything from trading cards to badges, posters, dolls, and plush toys, mirroring a global trend that has ignited passionate fandoms.
Trading Cards Spark Trading Frenzy
Scenes of children huddled together, fervently swapping My Little Pony cards like seasoned stockbrokers, are commonplace in playgrounds across Shanghai. This trading frenzy reflects a broader mania for collectibles based on popular anime characters, driving an economic surge that’s even making waves on China’s stock market.
“You have this one, but I don’t!” exclaimed one young trader, highlighting the competitive spirit and desire for completion that drives these exchanges.
From Fandom to Financial Force
Anime and manga have enjoyed a dedicated following in China for decades, but the fervor for collecting merchandise has reached unprecedented levels in recent years. Driven by a desire for self-expression and a growing emphasis on fandom culture, young adults and children alike are embracing the world of anime collectibles with enthusiasm.
“Sometimes I think if others are buying so much, I also need to prove myself by buying more,” confessed a college student from Suzhou, surnamed Li, who has amassed an impressive collection of badges and stuffed dolls. Social media plays a pivotal role in amplifying this trend, as fans showcase their collections, fostering a sense of community and encouraging others to join the craze.
A Booming “Second Dimension” Market
China’s “second dimension” market — a term encompassing anime, comics, manga, and related subcultures — has exploded in recent years. In 2023, the market reached a staggering 210 billion yuan ($29 billion), marking a nearly 20-fold increase since 2016.
This explosive growth has attracted a flood of “second-dimension” companies seeking to capitalize on the trend by listing on China’s stock markets. However, the volatility of these stocks has raised concerns in the finance industry. Some companies have even issued warnings to investors, urging caution amidst the excitement.
“Investors are advised to pay attention to the risks of secondary-market trading, make rational decisions, and invest cautiously,” stated Alpha
Group, an animation company, in a public notice.
Fueling the Fandom: Social Media and Consumer Confidence
An employee at a card game company revealed that the company’s primary consumer base consists of young people born in the 1990s and 2000s, a generation known for its willingness to invest in their hobbies. “Social media plays an important role in promoting ‘second-dimension’ products,” the employee explained, highlighting its role in nurturing exclusive fan communities and driving desire.
The Challenge for Domestic Brands
Despite the surging popularity of anime and manga in China, homegrown brands are still struggling to make a significant impact.
“Mainstream anime and manga
brands are mostly from Japan, South Korea, and the West, with domestic IP having a relatively limited influence at the moment,” observed industry analyst Zhang Shule. This dominance by international brands underscores the challenges facing Chinese creators seeking to break into this highly competitive market.
Yet, for passionate fans like Chen Kangning, a college student based in Shanghai, collecting badges and other merchandise is more than just a hobby, it’s a form of self-expression.
“Seeing these products gives a sense of satisfaction,” she confessed, signifying the emotional appeal and personal significance that these collectibles hold for a growing number of young individuals.
How are “second dimension” companies capitalizing on the growing anime market in China, and what are the risks involved?
## Anime Fever: A Chat with Donghua Expert, Lin Xia
**Interviewer:** Welcome to the programme, Lin Xia! You’re an expert on Chinese animation, or donghua.
We’re seeing a real boom in the anime market here in China, with kids and adults alike caught up in collecting everything from trading cards to plush toys. What’s driving this craze?
**Lin Xia:** It’s a fascinating phenomenon, isn’t it? While anime and manga have always had a dedicated following in China, the collecting aspect has gone into overdrive lately.
Part of it is simply the allure of self-expression. These collectibles allow fans to showcase their passion for their favorite characters and series. Plus, there’s a real sense of community building online, with fans sharing their collections and trading tips. [[1](https://fictionhorizon.com/best-chinese-anime/)]just highlights the popularity surge of famous donghua series, reflecting this trend.
**Interviewer:** Social media seems to play a big role in fueling this trend.
**Lin Xia:** Absolutely. Platforms like Weibo and Douyin are filled with images and videos of impressive collections, creating a constant stream of desire and envy. It becomes a competitive thing, almost like keeping up with the Joneses, except it’s about rare cards or limited-edition figures.
**Interviewer:** This boom is also affecting the stock market, right?
**Lin Xia:** You bet. ”Second dimension” companies – those involved in anime, manga, and related merchandise – are popping up everywhere, eager to capitalize on this trend. We’re seeing them list on Chinese stock markets, and while it’s a lucrative market, it’s also quite volatile.
**Interviewer:** So, is this just a passing fad, or is it here to stay?
**Lin Xia:** It’s hard to say for sure. However, the sheer scale of the market and the passion of the fans suggest this is more than just a passing trend.
The continued rise of donghua, alongside Japanese anime, is a testament to the staying power of this cultural phenomenon.
**Interviewer:** Thank you for sharing your insights, Lin Xia. It’s been fascinating to learn more about this anime craze.
