Invited by the international marketing platform MMA and the manga platform Kuaikan Comics, popular among Gen Z, the Ylab team presented their research report, "Natives of the ACG Heterotopia: How Brands Can Connect with Gen Z," at the "Stepping into the ACG world " brand marketing conference.

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In this report, Ylab delves into the unique appeal and influence of ACG culture on Gen Z, offering insights into how brands can leverage this culture to achieve long-term brand prominence

Generational Change and the Mainstreaming of the ACG

With technological advancements and accelerated global information flow, ACG culture—including anime, comics and games—has spread rapidly via the internet, social media, and digital platforms. These sub-cultural elements have gained huge popularity among Chinese young people. This cultural shift has turned the ACG culture into a virtual home for the new generation.

Ylab Founder Li Yuhong Speaking at the Event

In today's society, which emphasizes excellence and internal competition, ACG culture provides a powerful ideological outlet for the new generation, becoming part of the mainstream culture. The core values of a ACG culture—protecting inner hope and overcoming the world's challenges with love—align deeply with the grand values of traditional mainstream culture, offering new generations a spiritual pillar and cultural identity.

Combining AI Large Model Data Research Methods

In this ACG demographic insight project, Ylab employs psychological models, immersive anthropological research, and sociological and statistical methods, combining qualitative, quantitative, and AI research to understand generational differences and cultural evolution.

Sylvan Wang, Chief Creator of the ACG Research Project

• Through qualitative interviews, we had in-depth conversations with Gen Z, who identify as casual ACG fans or dedicated ACG fans, exploring the impact and significance of this culture in their lives.
• Partnering with the Kuaikan Comics app, we conducted two rounds of quantitative research, focusing on users who self-identify as casual ACG fans and dedicated ACG fans to understand their attitudes and perspectives related to ACG culture and daily consumption.
• Utilizing AI and data analysis, Ylab team employed pre-trained natural language processing models to analyze large-scale cultural data from multiple online platforms, extracting meaningful patterns and trends to explore cultural shifts and group differences, thus gaining deep insights into social and cultural dynamics.

" Heterotopia: More Real Than Real"

Despite once being synonymous with sub-culture and often criticized and questioned for potentially leading young people astray, Ylab’s research finds that ACG culture encourages young people to pursue ideals once considered out of reach. Today's ACG culture is no longer a means for Gen Z to escape reality; it encourages them to embrace grand values, open to new experiences, and tackle real-life challenges.

It constructs a hyper-real world that redefines the boundaries between reality and fiction. For its audience, the ACG world is a "heterotopia." While "utopia" refers to an ideal place that doesn't exist, "heterotopia" is a projection of the real world, offering an alternative possibility.

The characters and stories in the ACG, seemingly "fictional," challenge conventional and extreme aspects of real life. For young ACG culture audiences, it represents a new "reality," providing them with a strong, real emotional experience and ethical values.

The worlds and relationships depicted in these works serve as sanctuaries for them against cultural orthodoxy and societal pressure. While they feel vulnerable or confuse, the bonds in the ACG world support and encourage them, providing deep spiritual strength for young generations.

The Values of the ACG Are Influencing Young People's Real Lives

How IP Collaboration Empowers Brand

Faced with ideological challenges, many brands tried to connect with consumers and cultural through collaborations with ACG IP.

By partnering with ACG IPs, brands can leverage existing fan bases and cultural resonance to enhance their market influence. These collaborations increase brand visibility and deepen consumer loyalty, enabling ACG culture audiences to continually connect with their favourite characters in real life.

IP Collaborations: From Superficial to Heartfelt

However, choosing the correct IP for collaboration poses two questions for brands: Should we pursue widespread recognition by collaborating with the most popular IPs, or should we select IPs that align more closely with brand values for deeper collaboration?

When engaging in IP collaborations, how can we ensure we're following market trends and establishing a long-term, mutually beneficial relationship?

Li Yuhong Introducing Ylab's IP Strategy Consulting Services

Ylab IP Strategy Services

Ylab has been tracking the value shifts across different generations, releasing reports on post-95 and post-00 demographics, and providing strategic and marketing decision-making support for brands across various industries. Combining Ylab's ecosystem brand strategy framework, we offer a series of IP-related consulting services tailored to brands:

• IP selection and strategy aligned with brand value expression
• Cross-generational insights in industry tracks
• The most suitable marketing content and strategies

In the future, Ylab looks forward to partnering with more brands, leveraging deep generational research and young people's insights to help brands grasp strategic and marketing tactics. Stay tuned!

To obtain the full report in PDF format, please click contact us