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: 亚洲欧美成人影院 | 婷婷99视频精品全部在线观看 | 欧美一级黄色录像片 | 香蕉成视频片在线观看 | 又黄又爽的成人免费视频播放 | 欧美日韩黄色片 | 国产成人亚洲综合a∨婷婷 国产成人亚洲综合无 | 国产精品一区在线观看 | 精品综合久久88色鬼首页 | 国产在线干 | 成人欧美日韩高清不卡 | 亚洲一区二区三区不卡在线播放 | 九九99久久精品在免费线bt | 精品91自产拍在线观看99re | 一道本不卡免费视频 | 未满十八18周岁禁止免费国产 | 国内自拍网 | 国产91精品在线播放 | 久草综合视频 | 亚洲欧美日韩高清一区二区一 | 亚洲精品国产专区一区 | 91视频一区二区 | 国产男女性做爽歪歪爱视频 | 污污网站免费在线观看 | 国产vvv在线观看 | 国产99在线 | 亚洲 | 偷亚洲偷国产欧美高清 | 国产小视频精品 | 亚洲精品午夜久久aaa级久久久 | 你懂的免费网站 | 日本特黄特色大片免费视频高清 | 婷婷激情综合网 | 黄色三级视频在线播放 | 亚洲欧美日韩中文高清ww | 毛片1| 国产黄色片免费看 | 大人和孩做爰h视频在线观看 | 国产精品精品 | 欧美日韩在线成人 | 女人洗澡一级毛片一级毛片 | 尤物久久99热国产综合 |