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][3][5]. Group 1: Market Trends and Consumer Engagement - Card consumption is resonating with consumers and traditional culture, completing a significant market transition [3]. - The Spring Festival Gala, with a viewership share of 78.88% in 2025, serves as a powerful platform for cultural dissemination and consumer engagement across generations [5]. - The card industry is experiencing a shift from a youth-centric market to a broader demographic, with increasing interest from adults due to the cultural and collectible value of card products [5][14]. Group 2: Product Innovation and Cultural Integration - KAYOU's "Qiji Chicheng Collection Card," featuring elements of Chinese culture centered around the horse, represents a blend of tradition and modernity, appealing to a wide audience [1][15]. - The collaboration with the Dunhuang Cultural Group to launch the "Dunhuang Twelve Horses Card" showcases the integration of historical and cultural themes into collectible products, enhancing their aesthetic and collectible value [10][13]. - The card industry is characterized by its fluidity and interactivity, allowing for cross-generational engagement and cultural exchange [14]. Group 3: Economic Impact and Industry Growth - The collectible card market in China reached a scale of 26.3 billion yuan in 2024, with a compound annual growth rate of 56.6%, indicating robust growth in the sector [17]. - KAYOU's success is attributed to its comprehensive industry system, from product design to global distribution, validating the market value of Chinese cultural IP [20]. - The collaboration with the Spring Festival Gala is expected to enhance the recognition and acceptance of card products among the general public, accelerating market penetration [15][21].