Blockbuster makes creative waves

Animated powerhouse Ne Zha 2 has sparked outpouring of ingenuity, both official and otherwise.

The Chinese animated blockbuster Ne Zha 2 is impressing far beyond the box office where it has set a record, with surging demand for movie merchandise, and even the creation of a fashion trend.

This milestone in Chinese animation attracts attention on the global stage. Since its debut on Jan 29, it has grossed 15 billion yuan ($2 billion) by Friday, securing the film 6th place in the list of the world's top grossing films.

The popularity of the movie, about the rebirth of the protagonists and an epic battle, has spawned a series of authorized collaborations, an array of merchandise including blind-box figurines, cards, character figurines, books, and comics.

The film-related products hit the market and quickly sold out, with some available for only pre-order until four months later.

Taobao online shopping platform alone has sealed deals reaching 300 million yuan from more than 2 million buyers, surpassing records of its kind, according to Sina Finance on Tuesday. And the total market for those products is estimated to reach 10-15 billion yuan, says a business report from Kaiyuan Securities.

One example comes from Pop Mart, a company known for its pop culture collectibles, which released a series of Ne Zha 2-themed blind boxes as one of the movie's authorized partners.

The collection rapidly sold out across all retail channels, both online and in stores, leading to widespread shortages and heightened consumer demand.

The appeal of the collectibles lies not only in the excitement of unboxing, but also in the beautiful designs of the movie's beloved characters, including Nezha and Ao Bing.