The thrilling world of animation, comics, games and novels — or ACGN — is taking center stage right now at a major event in Shanghai.

As part of the 2025 Shanghai Shopping Festival — which kicked off on May 1 and runs through to June — the Shanghai ACGN Festival has launched a citywide celebration in the hip Wujiaochang area of the city's Yangpu district.

Designed to engage Gen Z audiences, the festival features a dynamic lineup of intellectual property-driven events, cosplay showcases, student co-creation projects and the ever-popular Guzi Market.

The term "guzi" — a playful twist on the word "goods" — refers to merchandise inspired by ACGN culture, ranging from badges and posters to figurines and plush toys.

A highlight of the festival is the Hitman Reborn-themed pop-up store, making its long-awaited debut in China.

Running from now to June 2, the store is dedicated to the beloved anime series Katekyo Hitman Reborn. Visitors can step into meticulously recreated scenes from the series, complete with interactive character zones and photo-worthy set pieces that bring it all to life.

The pop-up also offers a wide selection of themed merchandise —  including limited-edition collectibles like badges, acrylic stands and intricately designed figurines.

To further energize the city, Yangpu district is issuing shopping coupons that offer hefty discounts on a variety of ACGN-themed products and experiences.

Click here to learn more about how to get the coupons.

Adding to the excitement is a fleet of specially decorated "itasha" — a term that means "painful car" in Japanese — referring to vehicles adorned with elaborate decals of anime, manga and video game characters.

These mobile showcases of fandom serve as both transportation and attractions, connecting major event venues across Shanghai.

Source: Official WeChat account of Shanghai Yangpu Media Center at "shanghai-yangpu"