Zhang Zi, a 15-year-old high school student from Hangzhou in Zhejiang province, is a frequent visitor to anime merchandise stores. For Zi, ACG merchandise is more than just collectibles — it represents a sense of companionship and belonging.

"When I feel overwhelmed by study pressure or setbacks, seeing my favorite anime character brings me happiness," she said.

Zi's journey into the world of ACG began when she encountered Hatsune Miku during a middle school computer class. "The more I learned about her, the more I wanted to collect her merchandise, like badges and plastic stands," she recalled. "When my classmates saw my collection, they thought it was interesting, and soon, they joined me."

For Zi, the process of collecting merchandise offers a sense of satisfaction and accomplishment, providing emotional value. "It's not just about the items themselves, but what they represent," she said.

Zi has also made new friends outside of school, bonding with other ACG fans. She noted that these friendships, spanning different age groups, have made her life more enjoyable.

"Before I joined the community, I didn't understand the jargon, and I felt disconnected," Zi said. "But once I learned the terms, I felt a sense of belonging to the community because we speak the same language."

Like many fandoms, the ACG community has its own set of jargon, such as guzi, a homophone of "goods" meaning grain in Chinese, and baji, a homophone of "badge". Thanks to introductory videos of these terms, Zi gradually became familiar with the culture.

Without knowledge of ACG-specific jargon, shopping at an anime merchandise store can be challenging for outsiders, as price tags and labels often incorporate it.

Zi is always eager to share her knowledge with others. "I don't see a gap between us and outsiders," she said. "I am willing to explain it to them."

As the trend of buying ACG merchandise continues, there's an ongoing debate within the community about whether purchasing goods is a necessary way to show genuine affection for an IP.

"I don't think buying merchandise should feel like a burden," Zi said. "I buy it simply because I like it."

[email protected]