Zhang Yan, director of the Culture and Tourism Center at the Shaanxi Academy of Social Sciences, said that the younger generation is increasingly seeking spiritual comfort amid the pressures of urban life, and cute plush toys provide a degree of emotional comfort.

　　“Seeking instant gratification through experiential consumption with affordable prices is a good choice for the youngsters,“ she said, adding that young people prioritize cost-effectiveness for daily essentials, but are also willing to spend on their own interests.

　　“By sharing photos and videos online, they build social connections with those who have similar hobbies,“ Zhang added.

　　Fierce market competition has made many creative cultural products a short-lived success. In the face of these challenges, Liu Ziqi, a co-founder of ROMOMO in charge of marketing, said that Daxiang is adopting a diversification strategy to respond to the rapidly changing market.

　　Liu said Daxiang has produced a set of postcards that depict ROMOMO visiting iconic relics and landmarks in Xi'an, including the Terracotta Warriors and the Giant Wild Goose Pagoda, and is planning to release a ROMOMO-themed short animation.

　　“We will continue to seize the resonance with young people by utilizing historical elements and traditional culture,“ said Liu. “Furthermore, we will try to incubate more popular IPs and explore pathways for global reach.“