“谷子”缘何吃出了千亿消费市场？

Core Insights - The "Guzi" economy, referring to merchandise derived from comics, anime, and games, is rapidly transitioning from a niche market to a mainstream consumer trend among Generation Z [1][2] - The emotional value associated with "Guzi" products, which provide a tangible connection to beloved IPs, is a key driver of this consumption trend [1][3] Market Dynamics - Over 20 first- and second-tier cities in China are developing "Guzi" themed consumer landmarks, with significant examples including the transformation of the underground level of Wangfujing Joy City in Beijing, which is expected to double its revenue in 2024 compared to the previous year [2] - The "Guzi" economy is projected to reach a market size of 168.9 billion yuan in 2024, reflecting a 40.63% increase from 2023, with expectations to exceed 300 billion yuan by 2029 [2] Cultural Impact - Generation Z not only consumes "Guzi" products but also actively creates related cultural content, contributing to the growth of quality cultural IPs [3] - The success of domestic animations and games, such as "Nezha 2," illustrates the synergy between cultural production and consumer demand, enhancing the "Guzi" economy [3] Industry Development - The "Guzi" economy is fostering innovation in consumption scenarios and is seen as a significant contributor to the evolution of China's cultural industry [4] - Ensuring a stable market order and high-quality cultural output is essential for the sustainable growth of the "Guzi" economy, with a focus on copyright protection and product quality [3]