'Guzi' stores, which specialize in animation, comics, and gaming (ACG) merchandise, are revitalizing the Chinese retail landscape by drawing young shoppers back to physical stores. These speciality shops have been springing up in major Chinese cities like Beijing and Shanghai, with locations in Jinan reporting daily sales surpassing CNY 10,000 (about $1,409). The rapid expansion of Guzi retail is fueled primarily by Gen Z and Alpha consumers, for whom these fandom-driven stores act as subcultural hubs for connecting with peers.

In an effort to break away from increasingly isolated digital lifestyles, Gen Zers are seeking new ways to create a sense of community in the physical world, leading to a rise in interest-specific hobby clubs, targeted apps, and niche sporting communities. Additionally, shoppers are returning to brick-and-mortar retail with a demand for enhanced shopping experiences, favouring community-oriented retail spaces that offer more than just products for purchase.

Guzi stores harness the global influence of fandom to engage community-focused young shoppers. According to a survey by Chinese social app Soul, people in China are suffering the effects of a ‘friendship recession’ and young people have an average of 2.5 close friends, leading them to seek new avenues of forming and maintaining relationships. And Guzi culture is tapping into this, revitalizing China's malls by transforming them into vibrant hubs of connection, offering a refreshing real-life space for young people to engage with their passions and build community.