How the right cultural products can reshape our approach to consumption

As I sat in the cinema watching Ne Zha 2 for the first time, I couldn't help but marvel at how this animated film has grown from a highly anticipated sequel to a full-scale cultural and economic phenomenon.

Surpassing the blockbuster Inside Out 2 at the global box office, Ne Zha 2 now holds the title of the highest-grossing animated film globally of all time. But its impact goes far beyond box office numbers. It's a clear reflection of the enormous potential that cultural consumption holds in today's market, and how it can drive high-quality economic growth.

The success of the film is undeniable. Ne Zha 2 has boosted cinema revenues and reignited a sense of excitement around movie-going. The film's dazzling effects and its distinct narrative have captivated audiences, turning Ne Zha 2 into something much more than just a blockbuster. It's become a gateway to a broader cultural ecosystem, creating a surge in demand for everything from IP licensing to merchandise and even themed experiences.

As I sat among the audience, I could feel the collective emotion — the laughter, the tears and the cheers. This wasn't just about watching a film, it was about connecting with a cultural product on a personal level. That emotional resonance is at the heart of Ne Zha 2's success. The film has become a catalyst for a broader movement in cultural consumption, one that is starting to permeate many other sectors.

Beyond the theater, the Ne Zha brand has spread into the realms of collectibles, catering and even tourism. Limited-edition figures, blind boxes are flying off the shelves, and fans are eagerly sharing their own creative work on social media. It's clear: consumers aren't just consuming — they're actively seeking more of this high-quality content, and they're willing to pay for it.

The success of Ne Zha 2 offers important lessons for China's broader consumption landscape, especially as the government looks for ways to boost consumer spending. Traditionally, Chinese consumers have been considered more inclined to save rather than spend, particularly in times of economic uncertainty. However, Ne Zha 2 has shown that improving the quality of offerings — specifically, by creating high-quality cultural products that tap into consumers' emotions — is a powerful way to unlock demand.

The film shows that the key also lies in the supply side: improving the supply-side offerings for high-quality goods and services that meet people's increasing demand for better lives. When businesses offer products that speak to people's deeper desires and values, they create a demand that isn't just driven by necessity, but by emotional engagement. And when that connection is made, consumers are far more likely to open their wallets.

This isn't just about Ne Zha 2 — it's a broader lesson in how to stimulate consumption. In today's market, consumers aren't just looking for cheaper or more abundant options, they want products that offer more in terms of quality, experience and emotional connection. By shifting the focus from just price to the total value of a product — how it makes consumers feel, how it fits into their lifestyle and how it aligns with their values — businesses can begin to foster stronger demand and ultimately drive economic growth.

Driving consumption also requires a larger, more collaborative ecosystem. The government needs to continue to foster policies that support innovation and ensure high standards of product quality. Businesses, in turn, must focus on developing goods and services that meet the evolving needs of today's consumers. This collaboration will create a more sustainable, inclusive consumption model, where products not only fulfill functional needs but also create lasting emotional bonds with consumers.

As I left the cinema, I realized that Ne Zha 2's success is more than just about a blockbuster film — it's a blueprint for how the right cultural products can reshape our approach to consumption. And, with the rise of the Ne Zha brand, I suspect this is just the beginning of a much larger wave of change.