CHINA TRADING CARD GAME (TCG) MARKET FORECAST 2025-2032

A major growth driver is the widespread adoption of digital-first trading platforms and livestream-based pack opening. In 2024, Jihuanshe processed over 3.87 million TCG orders from 237,000 unique buyers, which is a 35% year-over-year increase. In the first half of 2024, Douyin generated approximately ¥1.4 trillion (~$193 billion) in gross merchandise value (GMV); with trading card games (TCGs) emerging as a rapidly growing product category, Douyin’s licensed Kayou streams revenue were also a part of this figure.

The instant gratification of ripping high-chase cards and the ease of resale via peer-to-peer apps create a closed-loop consumption cycle where buyers frequently reinvest. Events like Mojo Fest, ChinaJoy CAWAE, and the Pokémon Masters Series tournament circuit provide further offline growth, while PSA-graded scarcity (e.g., just 5,978 cards for the 2000 Pokémon Chinese Base Set) reinforces the value narrative. With a youth-driven market, seamless mobile infrastructure, and full-scale Mandarin support from leading publishers, China has emerged as one of the fastest-growing TCG markets globally.

The China trading card game (TCG) market segmentation includes product type, TCG theme, and retail channel. The retail channel segment is further classified into specialty and hobby stores, superstores, and online.

Superstores play a significant role in the distribution of trading card games (TCGs) in China’s rapidly growing market, offering wide product accessibility across major urban centers. Chains such as Walmart, Carrefour, and RT-Mart stock popular TCG products, including starter decks, booster packs, and licensed merchandise from globally recognized franchises like Pokémon, Yu-Gi-Oh!, and Magic: The Gathering. These stores attract a broad customer base, including parents, casual collectors, and young players, due to their convenience, competitive pricing, and family-oriented shopping environments. As awareness and interest in TCGs increase among China’s younger population, superstores serve as an entry point for first-time buyers.

Moreover, superstores often collaborate with distributors to offer localized or Mandarin-language editions of international TCGs, helping brands reach a wider audience across tier-1 and tier-2 cities. While they may lack the deep community engagement of specialty shops, superstores excel in high-volume sales and seasonal promotions, particularly during holidays and school breaks. Their shelf presence also contributes to strong brand visibility, reinforcing TCGs as mainstream entertainment products. As retail ecosystems modernize in China, superstores are expected to remain a dominant physical retail channel, especially for mass-market and family-friendly TCG offerings.

Some of the key players in the China trading card game (TCG) market include Bandai Namco Holdings Inc, Kayou Inc, Konami Group Corporation, etc.

Kayou Inc, founded in 2011 as Kayou (Shanghai) Culture Communications, is a Chinese pan-entertainment company headquartered in Shanghai and best known for its animation-themed trading cards. The company segments its revenue into four product categories: trading cards, figures, other toys such as badges and collection books, and stationery products. The group integrates IP licensing, in-house printing, community tournaments, and an omnichannel sales network that includes franchised “Kayou Centers” flagship stores nationwide. The company is backed by HongShan (Sequoia China) and Tencent and is now preparing a Hong Kong IPO.