As Ne Zha 2 continues its record-breaking streak, surpassing 8 billion yuan in box office revenue, a new craze has emerged beyond the theaters, an insatiable demand for movie merchandise. Fans are scrambling to secure limited-edition acrylic art prints, blind box pins, and collectible film strip cards, with some items selling out instantly and fetching premium prices in resale markets.
At the heart of this frenzy is Dongguan, the Capital of Art Toy in China. Among the key players driving the surge is Guangdong Henglitai Craft Co., Ltd. (Henglitai), based in Wanjiang district. As the exclusive producer of Ne Zha 2 IP merchandise under the FunCrazy brand, Henglitai has transformed beloved characters into high-quality collectibles that resonate deeply with fans.
The company's craftsmanship shines in every piece: their shimmering acrylic prints use fine silver-glitter technology to create a dynamic, light-sensitive effect, while PET film strip cards replicate the iconic moment of Ne Zha 2 bursting through flames with stunning clarity, earning them praise as "museum-worthy collectibles" from fans. Social media is abuzz with users showing off their latest finds, flooding comment sections with requests for restocks.
The success of Ne Zha 2 has propelled the niche "Goods Economy" (IP merchandise) into the mainstream, with major e-commerce platforms reporting daily search spikes of over 100,000 queries for related merchandise. Fans aren't just buying products, they're sharing, trading, and showcasing their collections, turning IP merchandise into a social currency.
For industry leaders like Henglitai, this is just the beginning. The company plans to expand its lineup with supporting characters while experimenting with innovative techniques such as metal engraving and dynamic light effects. Dongguan's deep-rooted manufacturing expertise gives it a unique edge in this booming sector.
Home to over 4,000 toy-related enterprises, Dongguan's Shipai Town alone produces nearly 30% of the world's animation-related merchandise. Meanwhile, Wanjiang has established itself as a premier art toy manufacturing hub, seamlessly integrating design, production, and packaging into a streamlined supply chain.
From HUGKIS, which crafted plush keychains for Deep Sea, to Piececool, a local company set to release intricately engraved metal collectibles for I Am What I Am 2, Dongguan continues to redefine the intersection of craftsmanship and storytelling.
Ne Zha 2
From a single badge to a billion-dollar market, the Ne Zha 2 craze is not just about Chinese animation's rise on the global stage, it's also a showcase of Dongguan's transformation from a manufacturing hub to a leader in high-quality, artistic production. As Henglitai's CEO put it the future of pop culture merchandising belongs to those who can turn artistry into emotion, telling stories through craftsmanship and making the world fall in love with "Goods".
