Anime shopping phenomenon brings life and color to shopping malls

Not just for children

Yu Yu, 20, loves idol anime, which are about the main character training, rehearsing, competing and improving to be successful. The genre combines well-animated choreography and catchy 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 and says the experience is like “a mouse falling into a jar of grains.”

“I get up in stores all day looking for Gu Zi of my favorite characters,” says Yu Yu, who spends about 2,000 to 3,000 yuan every month buying Gu Zi.

Born in 1981, Yu Yu’s mother shares her daughter’s passion for anime.

“When she (my mother) was a child, she also loved reading comics, just like me, so I’m 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 shopping mall in Wukesong, said that by owning a tangible item, lovers can communicate with people who share the same interests. For young people who grew up with the Internet and anime culture, this not only provides spiritual support but also a way to socialize, said Song, whose shop has an area where customers can sit, chat and play games.

Song, 37, is from Beijing and grew up with comics and cartoons. She says that not only are there a large number of Gu Zi fans, but the pastime also spans many age groups, including herself. But she is not afraid of being seen as immature.

“As adults my age, we didn’t have as many Gu-Zi products as young people today. But we have our own favorite anime characters,” she said. “Now we are financially independent and can buy the things we like.”

In August 2023, Song opened her first store, Ciyuan Jihua, in Beijing’s Drum Tower district, an ancient neighborhood known for its hutongs and courtyards.

She also helps organize events for anime fans. In March, about 500 people gathered at her store 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 like managing a community centered around shared interests,” she said. “Shop owners must have a deep passion for anime culture to effectively navigate the complexities of sourcing, distribution and community engagement.”