Core Viewpoint - The article discusses the emerging trend of "pain buildings" (痛楼) in shopping malls, which are immersive fan experiences that blend commercial interests with fan culture, particularly in the context of the declining performance of physical retail spaces [6][19][20]. Summary by Sections What is Pain Building? - Pain buildings originated from Japanese "pain culture," where fans express their preferences through exaggerated displays, such as "pain bags" filled with badges and figures [8][9]. - In China, pain buildings have become popular in major cities, with venues like Shenzhen's Zhongzhou Bay frequently hosting these events [9][14]. Fan Engagement and Commercial Collaboration - Pain buildings are typically organized through collaborations between fan groups and shopping malls, allowing fans to express their appreciation for idols [15][16]. - The cost of creating a pain building can vary widely, from tens of thousands to hundreds of thousands of yuan, depending on the scale and duration of the event [17]. Impact on Shopping Malls - Shopping malls are increasingly adopting pain buildings as a strategy to attract foot traffic and enhance customer engagement, especially in a challenging retail environment [19][20]. - The rise of pain buildings reflects a broader trend where shopping centers seek to create experiential spaces rather than just transactional ones [26]. Market Dynamics and Consumer Behavior - The article highlights the growing audience for the "二次元" (two-dimensional) culture, with a projected compound annual growth rate of 10.4% from 2016 to 2021, indicating a significant market opportunity for related events [20]. - Pain buildings not only attract dedicated fans but also casual passersby, creating a more inclusive atmosphere compared to traditional fan events [16][22]. Limitations and Future Outlook - Not all commercial spaces are suitable for pain buildings; shopping malls tend to be more adaptable than traditional department stores, which focus on price-driven sales [24][25]. - The longevity of pain buildings as a trend is uncertain, with industry experts suggesting that while they can generate short-term interest, they may not be a sustainable long-term strategy for engaging younger consumers [26].

Core Viewpoint - The rise of "痛楼" (pain building) in shopping malls reflects a new trend where fan culture and commercial spaces intersect, aiming to attract foot traffic and enhance consumer engagement in a challenging retail environment [4][14][26] Group 1: Concept and Origin of "痛楼" - "痛楼" originated from Japan's "痛文化" (pain culture), which expresses fandom through exaggerated displays of affection for characters or idols [4][5] - The concept has been adapted in China, with cities like Shenzhen becoming hubs for these immersive fan experiences, often featuring popular characters and celebrities [5][6] Group 2: Economic Impact and Consumer Behavior - The implementation of "痛楼" can generate significant revenue for shopping malls through venue fees, while also attracting a diverse audience with potential for longer-term consumer engagement [14][15] - The fan community's willingness to spend on these events is evident, as demonstrated by a fan spending 600,000 RMB on a themed "痛楼" for a game character [7][12] Group 3: Comparison with Other Fan Activities - Unlike traditional fan gatherings like "生咖" (birthday cafes), "痛楼" allows for broader participation, drawing in casual passersby and creating a more vibrant atmosphere [11][20] - The duration of "痛楼" events can extend for weeks or months, contrasting with the short-lived nature of other fan activities [11][12] Group 4: Challenges and Limitations - Not all shopping centers are suitable for "痛楼," as traditional department stores may prioritize direct sales over foot traffic [20][24] - Concerns about the sustainability of "痛楼" as a long-term strategy exist, with some industry experts suggesting that the trend may be fleeting [23][24] Group 5: Future of Retail Spaces - The shift towards experiential retail is highlighted by the popularity of "痛楼," indicating a need for shopping centers to evolve from mere transaction spaces to experience-driven environments [26] - The integration of fan culture into commercial spaces may not be a universal solution, as different malls have varying target demographics and operational strategies [25][26]