卡游 × 春晚——“国民收藏”的文化进阶之路

Core Viewpoint - The collaboration between KAYOU and the Spring Festival Gala marks a significant milestone for the card industry, elevating card games from a niche hobby to a mainstream cultural phenomenon in China [1][4][18] Group 1: Partnership and Product Launch - KAYOU has officially become the partner of the 2026 Spring Festival Gala, introducing card games to a national audience for the first time [1] - The "Qiji Chicheng Collection Card," inspired by the cultural significance of the horse in Chinese tradition, will be launched, featuring designs that reflect thousands of years of cultural heritage [1][4] Group 2: Market Trends and Consumer Engagement - Card consumption is resonating with consumers and traditional culture, indicating a significant market transition [3] - The audience for card products is expanding beyond youth, with a notable increase in interest from adults, driven by high-quality and culturally rich card designs [9][12] Group 3: Cultural and Economic Impact - The Spring Festival Gala, with a record viewership share of 78.88% in 2025, serves as a powerful platform for cultural dissemination and consumer engagement [4] - The card market is projected to reach 26.3 billion yuan in 2024, with a compound annual growth rate of 56.6%, highlighting its status as a major segment in the entertainment toy industry [12] Group 4: Brand Strategy and Cultural Integration - KAYOU's strategy includes leveraging both international IPs and traditional Chinese culture to create diverse product offerings that appeal to a broad audience [14][17] - The collaboration with the Spring Festival Gala is expected to enhance the cultural, commercial, and social value of card products, promoting greater public recognition and acceptance [10][18]