Alibaba and China Literature Enter the Booming “Guzi Economy” as Big Tech Eyes a Billion-Dollar Market

Alibaba and China Literature are building guzi-focused platforms to monetize anime, game, and idol IP merchandise in China.

Pinduoduo and Baidu are also joining the race with community-buying tools and AI-driven creation features for fandom commerce.

The guzi economy is expanding rapidly, powered by Gen Z emotional spending, stronger domestic IP demand, and more offline retail participation.

Hits like miHoYo’s Genshin Impact and Honkai: Star Rail are helping turn IP loyalty into a major merchandise business.