A promotional ad for the movie "Ne Zha 2" in collaboration with Honor, a leading Chinese smartphone brand, on display at a shopping mall in Nanjing, Jiangsu province, on Feb 10, 2025. [Photo/VCG]
Editor's Note: The extensive promotion and merchandise surrounding "Ne Zha 2," China's highest-grossing movie, exemplify the growing influence of intellectual property (IP) on the economy. Through innovative product offerings across various sectors, businesses capitalize on popular IPs like Ne Zha, fostering consumer engagement and driving economic growth.
Pop Mart, a leading trend toy maker, displays merchandise from the "Ne Zha 2" movie series at a shopping mall in Nanjing, Jiangsu province, on Feb 16, 2025. [Photo/VCG]
A hanging Ne Zha-shaped standee, nearly 10 meters in height, is seen in the lobby of New Century Global Centre in Chengdu, Sichuan province, on Feb 15, 2025. The popular "Ne Zha 2" movie attracts crowds of people eager to take photos with the iconic character. [Photo/VCG]
A company showcases its printing equipment, producing images featuring Ne Zha elements in Guangzhou, Guangdong province, on Feb 16, 2025. [Photo/VCG]
"Ne Zha" merchandise and trading cards are displayed in Zhengzhou, Henan province, on Feb 14, 2025. [Photo/VCG]
