Anime culture is undergoing a transformation with the introduction of GuGu Home, a platform launched in Beijing on April 20, poised to reshape the landscape of anime-related cultural industries.

Photo showing a part of GuGu Home, a platform integrating anime IPs and providing anime-related cultural engagement, in Beijing, April 20, 2024. [Photo courtesy of GuGuGuGu]

GuGu Home represents a new model in comprehensive chain operation that integrates the anime IP store brand with content, products and an interactive experience industry chain. This store collaborates with high-quality IPs both domestically and internationally to launch a variety of anime products and immersive IP experiences, creating a high-quality and comprehensive trendy toy paradise. It was developed by GuGuGuGu, a company founded by Road Pictures aiming to integrate and operate resources from major franchises. 

Besides the Beijing location, two other such stores also opened on April 20 in Shanghai and Guangzhou.

On Saturday, merchandise, installations and decorations inspired by "Suzume," "Spy x Family Code: White," "Haikyuu!! The Dumpster Battle," "Paradox Live," as well as the Chinese franchise "The Legend of Hei," were showcased for excited fans and customers at the launch event for the Beijing store.

Cai Gongming, president and CEO of Road Pictures and GuGuGuGu, speaks at the opening of GuGu Home in Beijing, April 20, 2024. [Photo courtesy of GuGuGuGu]

At its core, GuGu Home is a hub for the anime community to gather, connect and immerse themselves in their shared passion. Cai Gongming, president and CEO of Road Pictures and GuGuGuGu, expressed that the company's name is a collective testament from fans, ensuring that the essence of anime culture remains at the forefront of the platform's identity.

"GuGuGuGu is a brand that exists because of its fans. I hope it can become a home for fans to enjoy, build and protect together," Cai said.

This store will also host offline activities with a focus on anime elements, creating a gathering place for "content + experience + products + socializing." This will emotionally resonate with the anime community, inviting fans to create together and jointly build a home for the two-dimensional community, allowing all anime fans to go hand in hand with their passion.

An immersive premiere for Japanese animated feature "Spy x Family Code: White" is held in Beijing, April 20, 2024. [Photo courtesy of Road Pictures]

In addition to GuGu Home, GuGuGuGu has also collaborated with 29 theaters nationwide to open GuGu HotSpot stores inside these venues. On April 20, its parent company, Road Pictures, held an immersive premiere for "Spy x Family Code: White," set for an April 30 release. Including an outdoor screening, a large space of Beijing's Solana business district was transformed into an interactive and leisure zone full of elements from the film franchise, demonstrating the company's strength in pioneering the operation of animation IPs.

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