Evolving market

The Chinese fan market is evolving, according to statistics. The generations born after 1995 and 2000, now prioritize atmosphere, participation and social interaction over mere collecting. Fans are willing to pay more for the latest or limited-edition items, sharing them online to inspire others to follow.

In 2024, the national "fan economy" exceeded 1.23 trillion yuan, a year-on-year increase of 15.3 percent, and the figure is expected to reach almost 1.43 trillion yuan in 2025, data from industry research company ChinaIRN showed.

The "idol economy" accounts for 420 billion yuan, 34 percent of the total, with an average annual growth rate of 12.2 percent.

"Today's consumption is less about practical use and more about meaning," said Shen Yifei, an associate professor of sociology at Fudan University.

"For many young fans, especially Gen Z, buying merchandise is a way to express affection for an idol, to mark their identity within a community, and to enjoy the symbolic value that goes far beyond the object itself," she said.

For young fans, buying merchandise and engaging in support activities is not merely about consumption — it fulfills important emotional needs, Shen said. Light sticks, posters and other items help them feel seen and part of a group, turning their expressions of support into a way of building an emotional connection with their idols.

In 2023, among China's Gen Z fan base, 72.2 percent purchased singles and albums or paid to attend concerts and movies, according to statistics released by iiMedia Research in 2024. A total of 51.1 percent participated in support-related consumption in preparing fan merchandise for important idol events.

"Many young fans describe their support as 'powering love' — giving back the joy and strength that idols provide," Shen said. "Beyond emotional expression, these practices nurture real skills, from banner design and video editing to event organizing, allowing fans to grow and find achievement within their communities."

However, Shen warned that when these needs are overly capitalized on and pushed toward competition or overspending, the original meaning of "love and connection "risks being lost.

"This is why families, schools and society should recognize and guide fan support in a healthy direction, encouraging emotional expression, personal growth and rational consumption," she said.