China’s Gen Z embraces Japan’s ‘ita bag’ subculture
Japan's “ita bag" trend — bags decorated with character badges and plushies — is going mainstream among Chinese youth, generating over 2.3 billion views under the local name “tongbao” on Xiaohongshu (also known as RedNote). Originally tied to anime fandom, the concept has expanded in China to encompass K-pop idols and personal symbols, with customization services costing hundreds of RMB and rare collectibles fetching up to 100,000 RMB ($14,500). Celebrity exposure — from Olympic diver Quan Hongchan to Blackpink’s Lisa and Jisoo — has boosted visibility.
Related reading: When anime merch meets luxury: China’s ‘guzi’ boom