Blockbuster makes creative waves

The Chinese animated blockbuster Ne Zha 2 is impressing far beyond the box office where it has set a record, with surging demand for movie merchandise, and even the creation of a fashion trend.

This milestone in Chinese animation attracts attention on the global stage. Since its debut on Jan 29, it has grossed 15 billion yuan ($2 billion) by Friday, securing the film 6th place in the list of the world's top grossing films.

The popularity of the movie, about the rebirth of the protagonists and an epic battle, has spawned a series of authorized collaborations, an array of merchandise including blind-box figurines, cards, character figurines, books, and comics.

The film-related products hit the market and quickly sold out, with some available for only pre-order until four months later.

Taobao online shopping platform alone has sealed deals reaching 300 million yuan from more than 2 million buyers, surpassing records of its kind, according to Sina Finance on Tuesday. And the total market for those products is estimated to reach 10-15 billion yuan, says a business report from Kaiyuan Securities.

One example comes from Pop Mart, a company known for its pop culture collectibles, which released a series of Ne Zha 2-themed blind boxes as one of the movie's authorized partners.

The collection rapidly sold out across all retail channels, both online and in stores, leading to widespread shortages and heightened consumer demand.

The appeal of the collectibles lies not only in the excitement of unboxing, but also in the beautiful designs of the movie's beloved characters, including Nezha and Ao Bing.

Pop Mart worked closely with the filmmakers to ensure authenticity. The figure of Nezha in a battle pose includes his signature raised eyebrow and mischievous smile, mirroring his rebellious personality. Another set has Nezha and Ao holding hands, recreating the dramatic moment they fight in fire.

More surprising figures included two chunks of lotus root powder glue with removable covers, a reference to the early scene in which the main characters are brought back to life by the magical powder.

Removing the outer cover reveals the new bodies of the two main characters and thanks to such creative designs, on-screen moments have been brought to life.

The project took a year and a half to complete, with nearly four months dedicated to refining the artwork to match the film's aesthetic, according to Liu Shuang, Pop Mart's public relations specialist.

Zeng Xin, deputy director of the department of audiovisual journalism and communication, Institute of Journalism and Communication at the Chinese Academy of Social Sciences, says: "The demand for Ne Zha 2 blind boxes series exceeds supply because the film brought in the depth of narrative, highlights in characters, and resonance of emotions."

Crowdfunded products

FunCrazy, a Beijing-based brand focused on developing IPs and specialized in original 3D artwork, has partnered with the producer to sell stock merchandise and a crowdfunded collectible figurine series.

The crowdfunding campaign for the figurines will go through multiple phases. Once the funding goal is met, the project is confirmed and the products will be manufactured.

FunCrazy's crowdfunded collectible series includes eight items, each of a main character in a signature pose. While blind boxes typically feature cute designs, these figurines closely resemble the characters, and are larger and more detailed, with some varied in height from 14 to 22 centimeters. The selection of materials is crucial to ensure cinematic accuracy and so during the crowdfunding phase, the product description will detail the materials used.

For instance, one of Nezha's weapons, the Huojian Qiang, a spear with a fiery tip, will be made of titanium alloy to replicate the metallic texture of the weapon and ensure structural stability for the shaft. Similarly, his Huntian Ling, a red armillary sash that floats around his body, is made from carefully calibrated rigid PVC. Despite having two anchor points, the material allows for the sash's fluidity.

The crowdfunding campaign had raised over 30 million yuan, far exceeding the original goal of 100,000 yuan set by the company, according to the information from online sales platform, Taobao.

Expanding universe

The passion of fans for the stories and context behind the movie drives them to explore deeper narratives.

As the official publishing partner for Ne Zha 2, China Citic Press has released two books.

One is The Art of Ne Zha 2, a wealth of valuable material, including designs for props, costumes, scenes, atmosphere, and storyboards, that offers a comprehensive overview of the film's design concepts and details.

It also highlights the design of the main characters, sharing behind-the-scenes stories about their creation, including the development of their personalities and the evolution of their appearance. It serves as a resource documenting the making of the film.

The other is Ne Zha 2: Sanjie Wangshi (The Past Stories of Three Realms). This expansive book explores the movie's stories revealing more about the characters' backgrounds and fates. For example, Shen Xiaobao, the younger brother of Shen Gongbao (Ao's master), is a leopard who appears in the form of a little boy. One chapter in the book describes how he longs to transform from a leopard into a human and when he eventually comes to understand the concept of letting go of attachments and going with the flow, then he is able to successfully transform into a human.

"All the characters are following the main story in the film but they can reveal more lively and complete personalities behind the scenes. The book shares fun, short stories about them," the movie's director, Yang Yu, aka Jiaozi, remarks in its preface.

Chen Xi, the chief publisher of the two books, says: "Since the debut of the first Ne Zha film (in 2019), I have paid attention to feedback. I've noticed that fans are very interested in the back stories of the characters. They are curious about where their journeys began, and how they ended up. They want to understand the challenges they faced along the way. We planned these books to introduce content beyond the screen."

Data from another major online retail platform Tmall shows that sales of both books have fetched more than 18 million yuan, setting category-leading records for recent animation-derived publications.

Chen adds that consumers purchasing the products come from all age groups, with the majority concentrated between 14 and 40, according to statistics from Citic. In addition to buying for themselves, many, particularly mothers, are also purchasing for their young children.

CASS' Zeng views Ne Zha 2 as a breakthrough in bridging generational divides by reinventing cultural legacies and creating shared touchpoints for families. "An IP like Nezha has the potential for long-term development. Each generation has its own version they can relate to. His image is deeply rooted in traditional Chinese culture, while changing in each era," Zeng says. "This enables intergenerational interaction. As a result, people of all ages are willing to watch the film and buy merchandise. This phenomenon represents a cultural crossover, driving family-friendly consumption."

Personal passions

Some true enthusiasts of the series go even further and make their own creations.

Lyu Lin, a member of Generation Z (those born in 1995-2010) and a fan of Ne Zha 2, particularly appreciates the film's adaptation of Chinese mythology and its fresh take on Ao, a character who was once a villain, but is now portrayed with new depth and complexity.

After purchasing various merchandise, including books, badges, and keychains, she started to recreate and customize them to make her own ita bag, a kind of DIY bag filled with badges, plush toys, or other collectibles.

"I brought this ita bag to an exclusive fan-organized cinema screening. It's ceremonial, as both a personal tribute to my favorite characters, and a collective celebration of the film we adore," says Lyu, who looks forward to the next installment in the series.

Tu Jiayi contributed to this story.