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The 21st China Digital Entertainment Expo and Conference, or ChinaJoy, is being held at the Shanghai New International Expo Center from July 26 to 29. This year, the expo gathers 600 enterprises from 31 countries and regions, including giants like Tencent and Bandai Namco. 

As Asia's largest gaming and digital entertainment exhibition, ChinaJoy features the latest games and anime-related products, along with a plethora of other activities. 

Shanghai is hailed as China's erciyuan hub. Erciyuan, or two-dimensional world, refers to a wide range of Japanese-influenced media, from manga and anime to video games.

Young people aged 18 to 29 are the major consumers and visitors of ChinaJoy, accounting for over 70 percent of the event's total audience. 

Yuemo, from Yunnan province, moved to Shanghai at the end of last year because of the city's rich erciyuan atmosphere. 

Yuemo said that she spends around 500 yuan ($69) on guzi every month. Guzi is a trendy word among Chinese erciyuan fans, which originates from "goods" or "merchandise". This refers to peripheral products of manga, anime, and video games, such as badges, shirts, dolls, and key chains. Chigu, or "eat goods", means to buy such products in Chinese. Yuemo decorates her home with these products. 

"Whenever I see them (the anime-related merchandise), I feel happy," said Yuemo. She said most of her friends gather together because of anime and gaming. 

Bulan, a friend of Yuemo, also visited the expo this year. Every month, he takes high-speed rail from Jiaxing, Zhejiang province, to Shanghai to buy anime-related merch. 

Zerol and Amazing are another two anime enthusiasts from Sichuan province. Just having graduated from high school, they came to Shanghai during their summer vacation. On top of their itinerary are famous anime merchandise stores, such as the ones in Bailian Shopping Mall and Joy City. In comparison, traditional tourist attractions are lower down on their must-see list.

Explaining the popularity of anime exhibitions like ChinaJoy, Bilibili World, and CCG EXPO, Chen Qian, a teacher at Fujian Normal University, said that these expos create an opportunity for fans to meet and share their passion for their beloved characters. Seeing a beloved cosplayer perform can create a strong bond among fans, said Chen.

"Whether it is cosplay or buying popular merchandise, it is a way for fans to express their love. And anime exhibitions provide a space for them to resonate with each other," said Chen. 

If you go:

You can take Metro Line 7 and get off at Huamu Road Station, which is adjacent to the New International Expo Center. Exit 1 of the station will be closed all day during the exhibition. You can exit from the other four exits, however it is recommended that you leave through Exit 2 and Exit 5, because they are close to the New International Expo Center.

Source: Jiefang Daily