What is the guzi economy in China?
The quick answer: guzi are small fandom goods, often tied to anime, games, idols, novels, or designer characters. To outsiders, a badge may look trivial; to fans, it can prove taste, belonging, scarcity, and emotional investment.
Small objects, big identity
Small fandom goods explain modern Chinese youth consumption without needing any special tool or private reading.
It also connects to Labubu-style toy trends, fandom spaces, and how identity becomes visible through accessories.