Proya reported 2024 revenue of 10.778 billion RMB ($1.51 billion), up 21% YoY, and net profit of 1.552 billion RMB ($218 million), a 30% increase. Online channels accounted for 95% of revenue but continued to drive up marketing costs. Revenue from the core Proya brand grew 19.55% to 8.581 billion RMB ($1.2 billion), a slowdown from previous years.