Allure of anime sparks youthful passion

This kind of internal struggle between stability and enthusiasm is also shared by Chen Jiaxin, a 25-year-old who recently took the plunge into the ACG business world to realize her long-held dream.

A dedicated fan since middle school, Chen began collecting merchandise from various IPs, ranging from Japanese animations to Chinese online games. She recently opened a store specializing in ACG-related products.

Before pursuing her business venture, Chen worked at an overseas education agency, managing a portfolio of 120 students planning to study abroad. "The job was stressful, especially during the pandemic," she said.

"Nightmares always haunted me during that time. Parents would scold me for not helping their children go abroad," she recalled. "I gained 10 kilograms in the first six months from stress eating."

The tipping point for opening her store came when she saw a friend also struggle with work stress. "I told her that I could create a job for her. Now, we run the store together," Chen said.

Chen has a particular fondness for virtual idol anime characters such as Hatsune Miku, a virtual singer with green ponytails, and a Japanese animation about a girl band striving to perform in a world where music is banned.

Her passion for anime merchandise led her to pursue her undergraduate degree in Japan, where she continued collecting items. "I filled two spare rooms with merchandise, which led me to the idea of selling it," she explained.

Today, various toys and collectibles grace the shelves of her store.