$4K ’Nezha’ gold bracelet: China’s latest movie merchandise trend

Editor’s note: This story was originally published in Chinese. Read the Chinese-language version here. What happened Released on January 29, China’s latest cinematic feature Nezha: The Devil Child Rages Across the Sea (Nezha 2) took the Chinese New Year box office by storm, earning an unprecedented 3 billion RMB ($423 million) in its opening weekend. The film has gone on to surpass $1 billion in a single market, making cinematic history and solidifying its status as a cultural sensation. Box office success drives merchandise demand A gold bracelet inspired by the film has become a must-have luxury item. Originally launched five years ago alongside the first Nezha film, Luk Fook Jewellery’s replica of Nezha’s iconic gold bracelet has seen renewed demand. The 60-gram bracelet was initially priced at $4,000 (28,000 RMB), but with rising gold prices, its value has climbed to approximately $5,700 (40,000 RMB). Fans are now scrambling to secure one on secondhand platforms, while vendors rush to produce similar versions to meet soaring demand. The Jing Take While rooted in traditional Chinese mythology, the film offers sharp social commentary. Nezha, a Chinese deity who seeks recognition, discovers that the kingdom of the gods is corrupt, driven by power struggles and monopolies. Disillusioned, he pushes back against the system. Such themes have struck a chord with audiences, reflecting deeper frustrations among China’s youth, including a lack of social mobility, the nation’s intense work culture, and rising inequality. Beyond its narrative, the film has ignited a new wave of national pride. Dubbed the “light of Chinese animation,” it has inspired repeat viewings, with some fans purchasing multiple tickets to show their support. By February 11, the film had grossed $1.3 billion (8.6 billion RMB), becoming the highest-grossing film in Chinese history and marking a major milestone for the country’s animation industry. Pop Mart’s blind box success The film’s massive success has also led to a surge in merchandise sales. Pop Mart experienced a revival with its Nezha: The Devil Child Rages Across the Sea: Innate Bond Series blind box figurines. The collectibles sold out within two days, with online sales surpassing 30,000 units. And thanks to the latest installment of Nezha, Luk Fook Jewellery’s replica of Nezha’s iconic gold bracelet is likely to see continued short-term demand. According to Bain & Company’s 2024 China Luxury Market Report, China’s luxury sector has faced stagnation, with many brands struggling to maintain growth. However, the Nezha bracelet’s popularity suggests that opportunities still exist. As a precious metal accessory, the bracelet appeals not only as a cultural symbol, but also as an investment piece. This trend suggests that China’s luxury market is evolving rather than declining. To stay relevant, brands should prioritize innovation, cultural storytelling, and product value. By tapping into consumer sentiment and leveraging cultural resonance, they can sustain growth and capture market enthusiasm in an increasingly competitive landscape. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

‘Nezha 2’ $4K gold bracelet sparks buying frenzy

Upgrade to Pro

Sectors

Insights

Company

‘Nezha 2’ $4K gold bracelet sparks buying frenzy