Anime shopping phenomenon injects life, color into malls(2)

Little treasures

'Drawing' cards are a gu zi item popular with young enthusiasts. They cost as little as 5 yuan ($0.70) and come in "blind "packs containing five to 10 different character cards. Liu said their affordability and the uncertainty of not knowing what is inside the pack until it is opened and cards are drawn, make them attractive to younger children.

"I once saw a very cute, little boy coming to our shop. He gave me 5 yuan for a pack of cards, containing his favorite characters from My Little Pony (anime)," said Liu.

Children often gather in the mall to show and exchange their cards. "They skip a cup of milk tea and use the money to buy cards. It's a new way of communicating among young children," he said.

Pins and cards are also used to decorate "ita" bags, which are usually covered with badges and dolls to showcase a favorite anime character.

However, some of the rare cards can sell for thousands of yuan per pack, leading to parents and teachers being concerned about youngsters becoming obsessed with them.

"Banning them may not be the best solution as anime-themed cards often serve as popular conversation topics among children," Liu Bo, a researcher at Zhenhai District Education and Science Institute in Ningbo, Zhejiang province, told China Education Daily.

"It is important for parents and educators to offer proper guidance, empathize with the children, and explain the commercial logic involved," Liu said, adding the industry needs to be regulated.

Rita, 19, from Yichun city, Jiangxi province, was introduced to gu zi by her high school classmates, when they took her to shop in a stationery store. She was hooked, and bought cards and stickers with her favorite anime characters on them.

After she came to Beijing in September to study Portuguese at China Communication University, Rita learned more about gu zi culture thanks to her new classmates.

Her preference is for sports anime featuring strong characters and "hotblooded plots".

"When I go to gu zi shops and buy gu zi, it feels like meeting my friends from the 2D world in the 3D world," she said, adding she loves buying small items such as key chains and badges, and putting them on her bags.

Before traveling she locates the gu zi shops in the cities that she and her friends want to visit. "Other destinations, such as restaurants and tour sites, are all planned based on the locations of gu zi shops," she said.

Not just for kids

Yu Yu, 20, loves idol anime, which involves stories about the main character training, rehearsing, competing, and improving themselves to succeed. The genre combines well-animated choreography and memorable songs. The first idol anime she read was Aikatsu! when she was about 10 years old.

She travels to Japan to visit gu zi shops, an experience she describes as being like "a mouse falling into a jar full of grains".

"I stay in the shops all day long, searching for gu zi of my favorite characters," said Yu Yu, who spends about 2,000 to 3,000 yuan per month on buying gu zi.

Yu Yu's mother, who was born in 1981, shares her daughter's passion for anime.

"When she (my mother) was a child, she also loved reading comic books, just like me. So, I am very lucky that she supports my hobby and shares what I love," she added.

Song Shuang, owner of a gu zi shop in Beijing's Huaxi Live mall in Wukesong, said having a tangible item gives enthusiasts a reason to communicate with people who share the same interest. Young people who grew up with the internet and anime culture, not only have spiritual support but also a way to socialize, said Song, whose shop has a space where customers can sit down, chat and play games.

Song, 37, is a Beijing native, and grew up reading comic books and watching cartoons. She said the number of gu zi enthusiasts is not only vast, but the pastime spans a wide range of ages, including herself. However, she isn't worried about being seen as immature.

"For adults my age, we didn't have as many gu zi products as today's young people. But we do have our own favorite anime characters," she said. "Now, we are financially independent and able to buy the things we like."

In August 2023, Song opened her first shop, Ciyuan Jihua, in Beijing's Drum Tower area, an old neighborhood renowned for its hutongs and courtyards.

She also helps organize events for anime fans. In March, about 500 people gathered in her shop to celebrate the birthday of their favorite character, Wu Xie from The Grave Robbers' Chronicles, a popular Chinese anime based on a well-known novel.

"For individual operators, running a gu zi shop is more akin to managing a community centered around shared interests," she said. "Shop owners must have a deep passion for anime culture to navigate the complexities of sourcing, distribution, and community engagement effectively."