Allure of anime sparks youthful passion(5)

An ACG-themed store attracts customers in Beijing's popular Wangfujing shopping area in November. (Photo provided to CHINA DAILY)

Chen invested some 150,000 yuan ($20,700) to open her store, and revenue has so far exceeded expectations. "I initially estimated monthly earnings of around 3,000 yuan, but we're now averaging between 10,000 and 20,000 yuan," she said. The recent winter vacation also helped increase sales.

Her store, One Grain Within Three Bites, is located in a shopping center in Beijing, offering a range of merchandise, both from her own collection and imported items.

However, despite a promising start, Chen remains cautious about the future. "I've noticed the peak of the ACG market in China has passed and prices for products are falling," she said. "To succeed, the uniqueness of products is key to attracting consumers."

Chen, who describes her business as "generating electricity for love", a phrase often used by ACG fans to express their passion for collecting merchandise and look down on monetary investment, hopes to stabilize her store's operations in the coming months.

"I have made a worst-case plan, which is to find another job if needed, but for now, I think I can sustain this business for two or three years," she said.

"I'm not naturally an optimistic person, but when I see my favorite anime characters overcoming difficulties, it inspires me to do the same," Chen said.

On commercial streets lined with ACG stores, it's common to see junior high school students dressed in anime costumes. Buying anime merchandise, "or eating grains" as they call it, has become a popular trend among teens.