Step into a mall in 2024, and you’ll find more than just clothes and gadgets. Anime murals glow under neon lights, limited-edition game figurines fly off shelves, and virtual influencers star in ad campaigns. The driving force? A trend called the ‘guzi economy’—where pop culture collides with commerce to create shopping experiences that feel like fandom meetups.
From K-pop themed cafes to fashion lines co-designed by AI artists, retailers are tapping into Gen Z’s obsession with storytelling and community. ‘It’s not just about selling products—it’s about selling identity,’ says CGTN’s Olivia He, who’s tracked brands partnering with anime studios and esports leagues. One viral example: a bubble tea chain’s collaboration with a popular mobile game saw lines wrap around blocks in Shanghai and Bangkok.
Why does this work? 📈 Young shoppers crave ‘instagrammable moments’ and limited-time drops that fuel FOMO. Meanwhile, virtual characters like holographic mascots are becoming brand ambassadors—no scandals, just pure marketability.
Analysts say this trend is here to stay, with the guzi economy projected to grow 30% annually through 2026. As one 22-year-old shopper told us: ‘I’m not buying a T-shirt—I’m buying a piece of the universe I love.’ 🚀
