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源自日本的「痛文化」在中国自主进化
36氪· 2025-09-26 13:35
Core Viewpoint - The "pain culture," which expresses deep affection for characters, is evolving independently in China, with local products like "pain gold" and "pain notebooks" emerging as popular items among young consumers [4][5][6]. Group 1: Pain Culture and Market Trends - The "pain culture" originated from Japan's otaku culture and has taken root in China, leading to the rise of character-themed products such as "pain gold" and "pain notebooks" [6]. - Young consumers with strong purchasing power are driving the spread of this new trend, as evidenced by the successful sales of character-themed gold products in jewelry stores [5][6]. - Events like "Bilibili World" in Shanghai, which gathered around 800 "pain cars," highlight the growing popularity of this culture in China [6]. Group 2: Product Offerings and Pricing - "Pain gold" products, such as gold notes priced at 520 yuan and small gold ornaments around 1300 yuan, are popular among young anime fans and parents buying gifts for children [5][6]. - The "pain notebook" launched by Japanese stationery brand Kokuyo is priced at 9.9 yuan and features a cover designed for easy writing and customization, appealing to high school students [9]. - Kokuyo is also expanding its product line to include plush toy pencil cases, targeting the growing interest in character-themed merchandise among young consumers [9]. Group 3: Consumer Behavior and Economic Context - Despite a general trend of increased frugality due to economic slowdown, consumers are willing to spend on character-related products, indicating a strong emotional connection to these items [9]. - The competition among regions to attract character fans and host related events is intensifying, reflecting the global nature of this consumer trend [9].