As China's film industry continues to blend blockbuster hits with consumer products, Nezha proves that movies can inspire not just audiences but also an entire wave of cultural and commercial trends.
by Shen Xiaoge
Nezha: Rebirth of the Demon Child has solidified its place in Chinese cinema history, surpassing 5.036 billion yuan at the box office as of February 5. The Spring Festival blockbuster has overtaken its predecessor, Nezha: Birth of the Demon Child, to become the fourth highest-grossing film of all time in China.
The film’s runaway success has translated into a surge in demand for related merchandise. Pop Mart’s “Nezha: Born Bond Series” blind-box collectibles, launched online on January 30 at 10 pm and in physical stores the following day, sold out almost instantly. Stores in Chengdu, Beijing, and Shanghai have been swept clean, with Pop Mart’s app, Taobao flagship store, and JD platform all listing the items as out of stock. Pre-orders on Pop Mart’s app indicate that shipments will resume on April 20, while JD expects deliveries by May 5.
The shortage has sparked frustration among fans, with many taking to social media to vent. Comments such as “Why isn’t Pop Mart ramping up production?” and “Is this just a marketing stunt?” have been circulating widely. Pop Mart has since clarified that the blind boxes did not sell out overnight but gradually as interest in the movie grew. However, the company has yet to confirm when new stock will arrive in stores.
The scarcity has fueled a booming secondary market, with some figures now selling for nearly double their original price. Popular designs such as “Hand-in-Hand Nezha” and “Hand-in-Hand Ao Bing” have seen steep markups, while the rare hidden edition, “Ao Bing Nezha,” is being resold for over 300 yuan.
This isn’t the only merchandising partnership tied to the film. Ahead of its release, Nezha 2 collaborated with Bandai Namco to produce seven product lines and with Cardfun to release collectible movie cards. Bandai Namco’s merchandise has also sold out online.
Light Chaser Animation, the studio behind the film, has announced plans for an expansive range of licensed products, including collectible figures, trading cards, stationery, publications, plush toys, and home goods.
The popularity of Nezha 2 merchandise echoes the response to the first Nezha film, where characters like Nezha, Ao Bing, and Taiyi Zhenren drove a similar retail frenzy. As China’s film industry continues to blend blockbuster hits with consumer products, Nezha proves that movies can inspire not just audiences but also an entire wave of cultural and commercial trends.
