Gen Z in China are using AI to transform themselves into collectable merchandise

China – Gen Z in China are using AI art tools and 3D printing to transform themselves into ‘guzi’ – personalised collectable merchandise.

Traditionally associated with anime and idol fandoms, guzi culture has hit the mainstream. Once limited to acrylic stands and plushies of fictional characters, guzi now includes personalised figurines, keychains and trinkets depicting the consumer, their friends and their pets. 

Hashtags such as #我的谷子我做主 (My Guzi, My Choice) on social media showcase pet cats turned into tiny guardians or friends immortalised in acrylic. Artists and micro-studios are capitalising on the trend, offering bespoke commissions to meet this growing demand.

For a generation fluent in digital self-branding, the guzi trend provides a new avenue for self-expression and positions identity as a collectable commodity. In our Kidult Craze report, we explored the rise of Gen Z consumers gravitating towards playful, non-digital items such as plush toys, collectables and nostalgic characters to reconnect with and heal their inner child.