Beijing’s Economy in the Eyes of the People -⁤ Guzi Economy

The “Grain Fever” of Old Shopping Malls Attracts Young People

Beijing Evening ‌News reporter Ma Jing

On weekends,‌ the Warwick Building in the ‌Xidan business district is⁣ particularly⁤ lively, with a group of young people who “eat‍ millet” shopping ​and going to the market here. “How much is the Bajituo (items ‍for decorating⁢ badges)?” “Do you have Guangyegu (peripheral merchandise of the game “Light and Night”)?” “Can I exchange⁢ cards with you?”…

“Gu Zi” ⁢is the homonym of the English word “Goods”. It refers to peripheral products derived‍ from works​ such as comics, animations,‌ and ⁢games. ⁢It is a two-dimensional related product, and its forms ⁣include badges, cards, figures, pendants,⁣ etc.

In 2022, “millet” first became popular in southern ⁣cities. This⁤ year, the trend has spread to Beijing. The “eating millet”‌ action popular among young ⁤people has also‍ brought popularity to a number of old shopping malls represented by Warwick Building.

Junior high school student‌ Qingqing took out one day almost every weekend to⁣ participate in the two-dimensional market in ⁣the mall. At the market, dozens of stall owners⁤ were mostly two-dimensional enthusiasts like Qingqing. In the joyful atmosphere, ​she not only exchanged her “grain” for some pocket money, but also made many friends with the⁢ same‌ hobbies.

The Kayou flagship store on the third floor of the mall is ⁣also very popular, with laughter coming ‌from time to time. Young people can​ not only draw cards here,‌ but also take photos with the costumed role players.

Xiao ​Song, who was born in the 1990s, is a frequent⁤ visitor here. He is passionate about novels and likes the cards with the theme of “Romance of the ⁤Three Kingdoms” the most. “Every time I look through‍ the chapter cards of Romance of the Three Kingdoms, I am very happy.”

Store⁣ manager Wu Yingjie is a fan of the second dimension. He observed that since this year, the number of “grain eaters” who come to the ⁤store to buy cards, badges, and acrylic cards ⁣has increased significantly. “As society understands and accepts the second dimension subculture more, young people are willing to explore new channels ⁢for appreciating beauty, and ‘grain’ can bring them emotional satisfaction.”

Behind the ​popularity is real sales. “The ⁣Guzi⁢ store provides an opportunity for the mall ⁣to win‍ back customers,” said​ Shi Changzheng, head of Warwick Building. ⁣In the ‌first seven months of this year, the overall sales of the third floor, where the two-dimensional business is concentrated, doubled, and the overall‍ customer flow of the mall also increased.

The popularity‌ of the “millet ‌economy” is only one aspect⁣ of the popularity of the ACG culture. The “White Paper on China’s ACG Content Industry” released by China Insights Consulting shows that the number of Chinese ACG users has reached 490 million in 2023, and ⁣is expected to exceed⁢ 520 million in 2026. The scale of the‍ ACG content industry is‌ expected to reach ‍about 120 billion yuan.

According to incomplete statistics, there are currently over 60 core business‍ districts in over 20 first-⁤ and‍ second-tier cities ‌in China that are actively ⁤embracing the two-dimensional world and​ creating two-dimensional consumption city landmarks.

At Liudaokou in Haidian District, Xifanli, a new shopping mall transformed from a⁣ wholesale market, ⁣is now called the “Eating Grain Building” by fans of⁣ the second dimension. Wang ‍Chen, who just‍ started⁣ working, often spends weekends with her bestie in Xifanli. They first choose their⁣ favorite products at the “Grain” store ⁤on the first floor, and then go to the open space on the third floor to participate⁣ in activities and make new friends.

“Young people nowadays pay more attention to ⁣spiritual needs.” Liang Yifan, general​ manager of Xifanli, said that two-dimensional consumption ⁢has social attributes and young people want to gain happiness offline.

Numbers

The “White​ Paper on China’s Two-Dimensional Content Industry” shows that the scale of China’s pan-two-dimensional‍ users has reached‍ 490 ⁣million in 2023, and is expected to exceed 520 million in 2026. The scale of the two-dimensional content industry is expected to reach about 120 billion yuan.