Collectibles trend keeps climbing

Industry veterans note that China's advantage in exporting designer toys and cultural collectibles lies in three areas: a robust supply chain; expertise in social media marketing and cross-border e-commerce; and a maturing, original design ecosystem.

Looking ahead, the outlook is bright. According to the Annual Report on China's Pop Toy and Animation and Comic Industries (2024), the country's designer toy industry is projected to reach 110.1 billion yuan by 2026, with annual growth above 20 percent.

Amid these shifts, Cao underscores the importance of patience.

"The card market requires long-term accumulation. We need time to become friends," Cao says.

He adds that Card Hobby will continue to advance China's card culture globally by participating in international expos, streamlining cross-border transactions, and releasing more products that blend Eastern and Western themes.

As for Suplay, the company plans to push further, experimenting with creative combinations, such as Dunhuang's flying apsaras with the movie Interstellar, and Song Dynasty (960-1279) elements with cyberpunk aesthetics.

"These seemingly contrasting elements will be woven into collectible cards, offering fresh stories with cultural fusion," Li says.

She believes that cultural elements going global cannot be measured by sales numbers alone.

"When I saw an elderly American gentleman at our booth using a magnifying glass to examine the Chinese characters Taihe Dian (Hall of Supreme Harmony), then looking them up to learn their meaning, I realized that cultural integration is truly happening," she says.