China's Generation Z is driving a new and unique consumption trend, with animation, comics, and gaming merchandise that hold the special emotional value gaining increasing popularity among young people.
"Guzi" in Chinese, or "goods" in English, is a general term for animation, comic and gaming products, including blind boxes, badges and dolls of virtual characters.
According to China Insights Consultancy, the ACG economy in China has surged to about 170 billion yuan (23 billion U.S. dollars) in 2024, and its overall market size is expected to reach 300 billion yuan (43 billion U.S. dollars) by 2029.
Currently, animation, comics, and games have become some of the hottest topics among Chinese young people, with related merchandise serving as a form of "currency" for them.
Qian Yitong, a college student, also an enthusiastic comic and gaming fan, said these products provide her with spiritual comfort.
"I'm in exam week now. As soon as I wake up every day, I start studying. So I come here specially to admire these beautiful goods and relieve my stress," she said at a "Guzi" store in Beijing.
According to Qian, almost half of her friends are also animation, comic and gaming lovers. They watched cartoons when they were kids, and read comics and played video games when they got a bit older.
"Many of my classmates bought dolls made of anime characters and put them in front of them when studying in the library to give themselves spiritual strength," she added.
From a psychological perspective, experts said paying for emotional comfort reflects changes in Chinese consumption trends among young people.
"The qualities of animation, comic and gaming characters, such as their toughness and bravery, also give them spiritual power. The wonderful memories and companionship of physical goods can strengthen that feeling. Common hobbies can also easily expand the social circle of young people, which is beneficial for mental health," said psychologist Zhang Manyu.
Many big cities in China, such as Beijing, Shanghai and Chengdu, are now treating the animation, comic and gaming industry as an engine for economic growth by creating commercial complexes that attract young people to shop offline.
China's Generation Z drives new consumption trends in animation, comics, gaming merchandise
A total of 760 million cross-regional passenger trips are expected to be made across China during the Qingming Festival holiday, running from Friday to Sunday, the Ministry of Transport predicted.
The Qingming Festival, also known as the Tomb-Sweeping Day, is a traditional Chinese festival observed to honor ancestors by visiting their graves to clean the tombstones, offer sacrifices, and pay respects.
Travel demand is expected to be particularly high during this period, driven by family visits for tomb-sweeping rituals, as well as leisure travel and spring outings.
From Thursday to Monday, China's railways are projected to handle 84.5 million passenger trips, with an average of 16.9 million trips per day. The busiest day is expected to be Friday, the festival itself.
The railway authorities will maximize efforts to meet the surging demand by adding more train services, attaching extra carriages, and extending operating hours.
Meanwhile, the Ministry of Transport forecast that an average of 59 million vehicles will travel on expressways each day during the holiday, a 1.1-percent increase over the same period last year.
Of this, new energy vehicles (NEVs) are expected to make up 18 percent of the total daily traffic, a 7-percentage-point rise from last year.
In anticipation of the increase, provinces like Fujian, Shandong, and Zhejiang have already conducted inspections of charging facilities to ensure smooth and efficient travel for NEV drivers.
The aviation sector is also seeing increased demand, especially for flights to popular flower-viewing destinations such as Wuxi and Huangshan in China, as well as international destinations like Japan and South Korea. This rise in demand has led to slight increases in airfare prices.
In southern China, water transportation is entering its peak season. The Qiongzhou Strait, which separates the island province of Hainan from Guangdong Province, is expected to see a surge in passenger and vehicle travel during the holiday.
Around 220,000 passenger trips and 58,000 vehicle trips are forecast, with the highest travel day expected on Friday, when about 85,000 passenger trips and 20,000 vehicle trips are expected to cross the strait.
"The total cross-regional passenger flow during the Qingming Festival holiday is expected to reach some 760 million trips, marking a year-on-year increase of about 3 percent. Travel in key regions, including the Beijing-Tianjin-Hebei area, the Yangtze River Delta, the Guangdong-Hong Kong-Macao Greater Bay Area, and the Chengdu-Chongqing region, will account for nearly 50 percent of the national total. We are strengthening information sharing among different transportation modes, enhancing the coordination of railway, highway, and air transport services, and actively promoting intermodal passenger transportation," said Gao Bo, deputy director of the transport services department at the Ministry of Transport.
China expects 760 mln cross-regional trips during Qingming Festival holiday
