'Fan economy' grows into commercial powerhouse

One memorable order came from fans of Become a Farmer, a popular variety show featuring young participants experiencing rural life. Hand-painted pieces inspired by the show featuring heartwarming messages drew massive attention.

"The post's popularity even led to connections with music festival organizers, who purchased items for their fan booths," Chen said.

In recent years, the market has shifted from official merchandise toward creative, DIY-inspired pieces, reflecting the younger generation's values and aesthetics.

"Fans and organizers value uniqueness and practicality. Being original ensures no duplicate items, while combining beauty and function keeps products desirable," said Chen.

Li Luyao, a 25-year-old video editor in Beijing, views merchandise as a tangible connection to the artists who shaped her adolescence.

While her contemporaries followed the latest pop trends, her fandom began in 2012, when she was captivated by the contestants in the 2007 edition of the singing competition Super Boy.

"Every morning on my way to school, I would check for any merchandise of my idols. Even a small find would give me a spark of excitement in what was often a lonely world," Li said.