More than 170 Japanese companies are exhibiting at BilibiliWorld, one of Asia's largest anime and manga exhibitions, currently taking place in Shanghai [1].

The event highlights a significant shift in the Chinese market, where adult consumers are driving a surge in merchandise sales through a trend known as "nostalgia consumption."

Bilibili, the Chinese video-sharing site hosting the event, has seen massive demand for tickets, which reportedly sold out within seconds [3]. Organizers expected 300,000 attendees over the three-day event [3]. Major industry players, including Takara Tomy and Bandai Namco, are using the venue to solidify their presence in the region.

This growth is fueled by consumers in their 20s, 30s, and 40s who are purchasing goods based on childhood memories [2]. For these adults, the ability to afford high-end collectibles has turned a childhood passion into a viable business sector.

"Gundam's fan base is mainly concentrated in the 20s to 40s," said Wei Yuexin of Bandai Namco Shanghai. "Many people grew up watching the works as children and are now happily purchasing figures after gaining economic power as working adults" [2].

Japanese firms view the Chinese market as a primary strategic priority. The scale of the event reflects the enduring popularity of Japanese characters, and the increasing purchasing power of the Chinese middle class.

"I hear this is the largest event in China," said Katsunori Saito, head of Takara Tomy's China Strategy Office. "We position this as an important area and will continue to focus our strategies most heavily on China" [2].

The exhibition serves as a barometer for the broader intellectual property market in Asia, demonstrating how legacy brands can maintain relevance by targeting the disposable income of aging fanbases.

“Tickets sold out within seconds for the 300,000-person event.”

The rise of 'nostalgia consumption' in China indicates that Japanese pop-culture exports have successfully transitioned from children's entertainment to a lifelong luxury hobby. By targeting the 20-to-40-year-old demographic, companies like Bandai Namco and Takara Tomy are tapping into a high-spending consumer class that values emotional connection and childhood sentiment, ensuring long-term revenue streams for legacy IP.