三级aa视频在线观看-三级国产-三级国产精品一区二区-三级国产三级在线-三级国产在线

Global EditionASIA 中文雙語Fran?ais
Culture
Home / Culture / Film and TV

Ne Zha collectibles catch blockbuster movie's coattails

Film:?Cities vying for title of Ne Zha’s birthplace

By ZOU SHUO in Changsha?and?QIU QUANLIN?in Guangzhou | chinadaily.com.cn | Updated: 2025-02-11 23:57
Share
Share - WeChat
Customers leave a store after purchasing products related to the animated blockbuster movie Ne Zha 2 in Hangzhou, Zhejiang province, on Monday. A wide range of products, including trading cards, stationery, badges, publications, toys and daily essentials, have proved to be popular with consumers. LONG WEI / FOR CHINA DAILY

What comes after the blockbuster success of a Chinese animation? Toys and other collectible products, of course.

Sales of character-themed products related to the movie Ne Zha 2, the first film to gross more than $1 billion in a single market globally, have been red hot. From toys and apparel to collectible cards, demand for Ne Zha-themed promotional products is soaring, as cities across the country compete for recognition as the mythical hero's birthplace.

In Xiangtan, Hunan province, Hunan Sunny and Sandy Toy Manufacturing Co — the exclusive authorized manufacturer of 3D plastic food-related toys based on the film — is operating at full capacity to meet a tidal wave of demand.

Yang Zhenlin, assistant to the company's chairman, said the first batch of Ne Zha-themed "blind box" toys supplied to a chain of snack stores sold out before Spring Festival, which fell on Jan 29. With a blind box, you can't see which toy figure is inside until you open it, so it's a fun surprise.

The company has produced toys, based on six main characters in the film, that sell for 11.5 yuan ($1.57) each, Yang said. More than 450,000 sets of Ne Zha-themed toys had been sold as of Monday through livestreams on Douyin, with revenue reaching 30 million yuan. That ranks first on the platform's board game and collectibles category, he said.

The company is also negotiating to get the intellectual property rights for two more characters from the film and intends to start producing those toys as well, he said.

"We expected that the toys would be popular based on the success of the first movie of the franchise, but the popularity of Ne Zha 2 has far exceeded our expectations," Yang said. "We think it will be even more popular in the coming months, with sales revenue of related products reaching 200 million yuan for the year."

The movie is expected to be a large-scale hit in overseas markets as well, so the company is preparing to sell the toys abroad, including in Southeast Asia, Japan, North America and Europe.

Sales of other products, such as limited-edition cards and badges, have also skyrocketed since the movie's release.

Chen Qi, general manager of Guangdong Henglitai Crafts Co in Dongguan, Guangdong province, which produces Ne Zha-themed cards, refrigerator magnets and badges, said the company made over 300,000 sets of such products in early January, and all have sold out. Workers are racing to produce more merchandise for the movie to meet public demand, he said.

"The success of Ne Zha 2 shows that Chinese animation can compete with that of the Japanese and American giants," Chen said.

Li Baochuan, an expert in cartoon history at Hangzhou Normal University, said that derivative products are more than just merchandise. For the younger generation of consumers, they represent identity and a form of social currency.

The remarkable sales success of the Ne Zha 2 products has also sent a positive signal to the industry, Li said.

Meanwhile, several cities across China are now vying for the title of Ne Zha's birthplace, capitalizing on the film's success to boost tourism. The playful controversy has become a spectacle in itself, with some cities claiming to have "proof" of the character's origins.

On Feb 5, the first working day after the Spring Festival holiday, tourism and culture authorities in Tianjin municipality released a video claiming that Ne Zha was born in the city and went to primary school there.

The next day, Anhui authorities said that images of Ne Zha could be found all over the province's Guzhen county, with many sculptures and wall paintings of him. Shortly thereafter, authorities in Yibin, Sichuan province, announced that Ne Zha was born in its Nanguang township, and it released a list of cultural sites and landmarks inspired by the character.

Song Yangyang, deputy dean of the Institute for Creative Industries Technology at Renmin University of China, said the logic behind local governments competing for cultural ownership of Ne Zha is easy to understand: It generates a buzz, enhances the city's reputation and ultimately attracts tourists.

But he also said he is not optimistic about the competition for so-called hometowns or birthplaces. Instead of vying for the title of hometown, he suggested focusing on adding genuine value through such things as tourism services, cuisine or other tangible products beyond toys.

 

 

 

 

Most Popular
Top
BACK TO THE TOP
English
Copyright 1995 - . All rights reserved. The content (including but not limited to text, photo, multimedia information, etc) published in this site belongs to China Daily Information Co (CDIC). Without written authorization from CDIC, such content shall not be republished or used in any form. Note: Browsers with 1024*768 or higher resolution are suggested for this site.
License for publishing multimedia online 0108263

Registration Number: 130349
FOLLOW US
主站蜘蛛池模板: 日韩在线综合 | 一级毛片免费不卡在线 | 亚洲最大成人综合网 | 亚洲精品成人一区 | 国产精品色片 | 欧美精品99毛片免费高清观看 | 日本免费看片在线播放 | 中中文字幕亚州无线码 | 国产黄的网站免费 | 亚洲精品中文字幕乱码 | 制服丝袜中文字幕第一页 | 亚洲人成在线精品不卡网 | 午夜免费福利在线 | 欧美大尺度aaa级毛片 | 国产v视频 | 91精品国产调教在线观看 | 国产精品激情福利视频 | 免费高清在线影片一区 | 综综综综合网 | 一级毛片aa高清免费观看 | 色片在线看 | 狠狠综合视频精品播放 | 久久乐国产精品亚洲综合18 | 黄色91| 日韩不卡在线观看 | 日本特黄aaaaaaa大片 | 亚洲欧美韩国日产综合在线 | 免费看a级黄色片 | 久久一精品 | 成人免费视频无遮挡在线看 | 日韩一区二区国色天香 | 国产精品一二三 | 欧美精品a毛片免费观看 | 丁香婷婷综合五月综合色啪 | 99精品在线免费 | 国产精品网站在线观看 | 美国美女黄色片 | 99色在线视频 | 麻豆视频污 | 日韩欧美一区二区三区视频 | 欧洲视频一区 |