Globally recognized anime IPs have teamed up with local fashion brands to open their first official stores in Shanghai, capitalizing on the city's booming consumer market and the growing influence of anime culture in China.
Starting this week, Shanghai is filled with showrooms, exhibitions, and installations featuring iconic anime characters from popular franchises like Toy Story and Doraemon. These characters are now capturing the attention of both anime fans and everyday shoppers.
"I spend around 1,000 yuan (about 138 U.S. dollars) a month on these types of products. They bring emotional value to me," said one consumer.
"In the past, when you bought Disney clothes, you would just see a logo on them. But now, you see more designs -- they're more fashionable," said another consumer.
Merchandise based on popular IPs generally comes with a higher price tag. To keep consumers satisfied and encourage repeat purchases, sellers continually launch new designs and advertising campaigns.
Now, IP creators are also capitalizing on events like fashion week to promote their brands. For example, Disney recently collaborated with Chinese designer brands and hosted a themed fashion show celebrating the 30th anniversary of Toy Story during Shanghai Fashion Week, which wrapped up just a few days ago.
"We have done things we've never done before with Toy Story (during Shanghai Fashion Week). You know, some of the examples that I would give are: we have never brought Slinky Dog to life on fashion products," said Alex Lin, vice president of Merchandising and Product Design at the Walt Disney Company Asia Pacific.
These events usually help attract more customers and generate higher sales.
"There was a launch during Shanghai Fashion Week a few days ago. I like Disney, so I've been paying extra attention to it. I've been a fan of Disney for more than 20 years," said the consumer, who finds emotional value in anime merchandise.
A Doraemon exhibition also made its Chinese mainland debut in Shanghai last weekend. The beloved Japanese anime character attracted a large crowd, including visitors from outside China.
"I traveled to Shanghai with my friends. And we heard that there's a Doraemon exhibition here, so we came for that purpose. It's so pretty, with many Doraemon installations. I like them," said a South Korean tourist.
For brands, Shanghai is becoming an increasingly popular destination for innovative marketing approaches.
"Shanghai is an amazing and very dynamic city. It's a place that draws all kinds of culture, innovation and creativity. So, Shanghai Fashion Week is the perfect platform for us to be able to show our collaborations and tell new stories with the future local design talent that's here," said Lin.
In 2024, Shanghai's retail sales of consumer goods continued to lead all Chinese cities, reaching nearly 1.8 trillion yuan (about 248 billion U.S. dollars).
Anime IPs thrive in Shanghai's booming consumer market
