The 22nd China Digital Entertainment Expo and Conference, also known as ChinaJoy 2025, concluded its four-day run in Shanghai on Aug 4, drawing 410,300 attendees. Approximately 61 percent of them were from outside of Shanghai.

As the finale of the inaugural Shanghai Summer International Animation Month, this year's event attracted gaming and anime enthusiasts from across the country.

It also promoted new forms of consumption through activities such as themed cruises, buses, subway lines, and immersive animation-themed zones.

According to data from the organizers and monitoring platforms, the event generated approximately 661 million yuan ($91.94 million) in spending across catering, retail, accommodation, transportation, and other services.

Retail and catering sales in the combined Longyang Road, Lujiazui-Zhangyang Road, and World Expo-Qiantan commercial areas rose to 319 million yuan from Aug 1 to 4, reflecting a 39.6 percent increase year-on-year.

Notably, the Longyang Road commercial area alone experienced a 670 percent surge in retail and catering consumption.

Young fans flocked to the event to purchase anime and game merchandise, often referred to as "guzi" — a playful twist on the word "goods". Limited-edition figurines and collaborative works were unveiled, including products inspired by the popular franchises of James Bond 007, Transformers, and Iron Man.

Even traditional brands embraced the trend. Lao Feng Xiang, a 177-year-old jewelry brand, partnered with popular games to create an immersive experience within its 70-square-meter booth.

"I was immediately struck by the aesthetics of the gold sculpture of Dan Heng · Imbibitor Lunae (Honkai: Star Rail game character) when I stepped into Lao Feng Xiang's booth," one visitor shared.

Beyond the expo center, the city itself became an open-air celebration of anime culture. Districts launched pop-up stores featuring licensed anime and game merchandise, events, and activities, creating an immersive experience for fans.

Source: Shanghai Observer