近来， "谷子"是二次元周边产品的统称， 一些年轻人通过购买和收集这些周边商品， 获取情绪价值，形成独特的社交路径； 购买这些商品的行为被称作"吃谷"。 消费失控 据《法治日报》报道，谷雨出生于山东一个知识分子家庭，母亲是高中教师，父亲是大学教授。最初，她因为喜欢某款游戏角色而购买周边产品，随后却 逐渐陷入"收集"与"攀比"的循环。其表姐李琳透露，谷雨曾多次表达对网上玩家"摆阵"（像贴瓷砖一样，用"谷子"堆满整个房间）的羡慕，开始每月向家 中索要一两千元用于购买周边产品，同时通过二手交易平台低买高卖，试图实现"自给自足"。 沉迷其中后，谷雨不仅学习成绩急剧下滑，与家人的关系也日趋紧张。李琳回忆，家庭团聚时，谷雨几乎不参与亲戚间的交流，而是在不断刷新各类二手 交易平台，生怕错过"好价"信息。今年国庆假期，谷雨因母亲未答应其购买某高价周边的要求，当场情绪爆发并攻击母亲。事后，谷雨躺在床上，声称自 己患有抑郁症与躁狂症，反复强调"机会只有一次"。 类似消费失控在"谷圈"内并非孤例。来自河北的玩家"渡羽"透露，她曾遇到一名15岁的买家，其朋友圈显示当月购买"谷子"支出已超5000元，还在评论区 表示要"一块钱活半个月 ...

Core Insights - The rise of the "Guzi economy" is driven by the increasing influence of the Z generation, who are becoming the main consumer force in the market [1][3] - Shanghai is identified as the city with the highest concentration of ACG (Anime, Comic, Game) culture in China, with numerous themed commercial districts attracting fans from across the country [1][3] - The market for "Guzi" (derivative products from ACG IPs) is projected to reach 168.9 billion yuan in 2024, marking a 40.63% increase from 2023, and is expected to exceed 300 billion yuan by 2029 [3][19] Group 1: Market Dynamics - The number of pan-ACG users in China is expected to reach 503 million by 2024, with the market size surpassing 100 billion yuan [3][19] - The global market for "Guzi" is growing at an annual rate of over 20%, with China being a key growth driver [3][19] - The "Guzi economy" is characterized by emotional connections and social currency among fans, with some rare items fetching prices hundreds of times their original value in the secondary market [3][11] Group 2: Cultural Impact - The "Guzi" phenomenon is seen as a form of emotional projection and attachment for fans, with items like badges and acrylic stands serving as tangible representations of their favorite IPs [11][12] - Events and activities centered around ACG culture are becoming new avenues for driving foot traffic and enhancing the vitality of traditional retail spaces [13][15] - The integration of ACG elements into physical retail experiences is reshaping consumer habits and creating immersive cultural consumption scenarios [30][34] Group 3: Industry Players - Companies like Lu Hua Film and GuGuGuGu are at the forefront of the "Guzi economy," with Lu Hua Film being involved in the distribution and promotion of popular anime films [4][19] - GuGuGuGu has secured over 100 popular IP licenses and developed more than 3,700 products, with 70% being self-developed [21][34] - The collaboration between domestic and international IPs is increasing, with Chinese products gaining traction in overseas markets [19][34]