Anime shopping phenomenon injects life, color into malls

Stepping into the second underground floor of Beijing’s Wangfujing Xiyue Shopping Center is like entering a teenager’s surreal, subterranean wonderland.

Young people are dressed in lovingly crafted outfits — some with cat ears or animal tails — while others wear cosplay costumes mimicking their favorite anime characters. Even on a scorching summer’s day when the air hangs heavy, the vibe is electric.

Shops are stocked with anime-themed trinkets and toys, and at the center of the mall, a bustling market sells collections of tin badges, cards, acrylic figurines and other memorabilia.

Eager shoppers search for their favorite merchandise, and they often celebrate with a squeal of delight when they find a coveted or limited-edition item.

These beautifully designed anime-themed products, known colloquially as guzi (a homophone of the English word “goods”), are licensed by the producers of anime and games. Some are sold in blind boxes, with prices ranging from 12 ($1.67) to hundreds of yuan.

However, to enthusiasts these gu zi are more than just collectibles. Acquiring them is a lifestyle that allows them to express their identity, taste, and also make emotional connections. The act of buying these items is fondly referred to as “eating gu”.

Even amid this riot of color and finery, 16-year-old Qi Li stands out. The cosplayer, who wears makeup, wigs and costumes, draws her inspiration from the character Kenma Kozume in the popular Japanese anime and manga series Haikyu!! which revolves around a volleyball team.

As she walks around Ciyuan Xiagu, one of the most popular gu zi outlets in the mall, other shoppers stop her and ask to take selfies.

“I often come here because the gu zi are updated frequently,” said Qi Li, as she explains the emotional joy the items bring her, especially when she returns to her cozy room adorned with her tiny treasures after school.

“I often change my costumes and sometimes I make them by myself,” she said. “It takes me about 40 minutes to do the makeup. When I finish and stand in front of the mirror, I feel like I’m bringing the character alive.”

Qi Li said she loves going to gu zi shops dressed as her favorite characters, and feels proud and confident when people ask to take selfies with her.

She is a big fan of ACG (Anime, Comic, and Games), and said that her mother supports her hobby and often drives her to digital entertainment and gaming expos such as ChinaJoy, one of the biggest ones in the country, “as long as I finish my homework”.