Sales of merchandise inspired by the movie Ne Zha 2 soar in popularity.

Chinese blockbuster Ne Zha 2, which holds the title of being the highest-grossing animated movie in history, continues to drive substantial sales of related products following its release in January. Wang Changtian, the chairman of Beijing Enlight Media Co, a major investor in the Ne Zha franchise, revealed at the opening forum of the 27th Shanghai International Film Festival that the film is projected to contribute around 200 billion yuan ($27.86 billion) to China’s GDP.

In addition to the impressive box office earnings of Ne Zha 2, the sales from just one category of its merchandise could potentially generate tens of billions of yuan. The creators, producers, and sellers of these derivative products have seen significant returns on their investment in the form of market dividends. Looking ahead, the sales from these merchandise items are estimated to reach hundreds of billions of yuan in the long run.

The development of Ne Zha 2’s merchandise began as early as the film’s production stages. Various items such as badges, cards, figurines, and plush toys have been introduced to the market. The complete line-up of contracted merchandise brands was unveiled upon the film’s official release, attracting great interest from consumers. Among the most popular Ne Zha 2 merchandise are the blind boxes produced by domestic toy maker Pop Mart, with sales surpassing 250,000 units on popular online platforms like Tmall, Douyin, and RedNote.

The immense popularity of Ne Zha 2 has proven to be a financial boon for Beijing Enlight Media. In the first quarter of this year alone, the company reported a sales revenue of 2.98 billion yuan, marking a 177.87 percent increase compared to the previous year. Furthermore, the net profit soared by 374.79 percent year-on-year to reach 2.02 billion yuan.

Having been screened in numerous countries, with its presence felt in over 30 European nations, Ne Zha 2 has been a significant success in the international market. Wang Changtian expressed Beijing Enlight Media’s anticipation for the overseas box office revenue of the film to exceed $100 million, setting a new record for mainland Chinese films in the past two decades.

Commenting on the Chinese film industry’s prospects, Li Wei, an economics professor at the Cheung Kong Graduate School of Business, emphasized the importance of bolstering the industry’s distribution channels and cultivating a global audience for Chinese cinema. He emphasized the need for high-quality productions like the Ne Zha series to attract overseas viewers and establish a strong presence in international markets.

In conclusion, Ne Zha 2’s exceptional success at the box office and in the realm of merchandise sales underscores its significance as a groundbreaking film in Chinese cinema. The film’s impact extends beyond cultural boundaries, setting new benchmarks for the industry and paving the way for Chinese films to achieve greater recognition on the global stage.