China Trading Card Game (Tcg) Market Forecast 2025-2032

List of Tables

KEY FINDINGS

The China trading card game (TCG) market is anticipated to rise with a CAGR of 7.55% over the forecasting years of 2025 to 2032, reaching a revenue of $2170.96 million by 2032.

MARKET INSIGHTS

China's trading card game (TCG) market is expanding rapidly, driven by the rising popularity of Mandarin-language sets, the explosive growth of online marketplaces and live-commerce platforms, and increasing discretionary spending among younger demographics. Global publishers such as The Pokemon Company and Bandai have prioritized local parity in content by launching fully localized Simplified Chinese sets within weeks of their global counterparts. Online platforms such as Jihuanshe and Douyin have transformed trading cards into a hybrid of commerce and entertainment, with pack-ripping livestreams and peer-to-peer resale ecosystems fueling user engagement. Industry data indicates that youth between 8-14 years old now account for a large portion of TCG buyers in China.

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 Pokemon Masters Series tournament circuit provide further offline growth, while PSA-graded scarcity (e.g., just 5,978 cards for the 2000 Pokemon 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.

SEGMENTATION ANALYSIS

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 Pokemon, 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.

COMPETITIVE INSIGHTS

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.

1. RESEARCH SCOPE & METHODOLOGY

1.1. STUDY OBJECTIVES
1.2. METHODOLOGY
1.3. ASSUMPTIONS & LIMITATIONS

2. EXECUTIVE SUMMARY

2.1. MARKET SIZE & ESTIMATES
2.2. MARKET OVERVIEW
2.3. SCOPE OF STUDY
2.4. CRISIS SCENARIO ANALYSIS
2.5. MAJOR MARKET FINDINGS
- 2.5.1. SOCIAL PLATFORMS (DOUYIN, BILIBILI) ARE SHAPING TCG HYPE
- 2.5.2. KAYOU'S THREE KINGDOMS SERIES, ONE PIECE AND POKEMON DOMINATE THE MARKET
- 2.5.3. OFFICIAL TOURNAMENTS ARE LIMITED; FAN-ORGANISED TOURNAMENTS ARE THRIVING

3. MARKET DYNAMICS

3.1. KEY DRIVERS
- 3.1.1. SUPPORT FOR MANDARIN LANGUAGE SETS BY MAJOR PUBLISHERS
- 3.1.2. ONLINE MARKETPLACES ARE EXPANDING TCG REACH, FUELING CONSUMER ENGAGEMENT AND PURCHASES
- 3.1.3. INCREASING YOUTH DEMOGRAPHIC SPENDING ON TCG PRODUCTS
3.2. KEY RESTRAINTS
- 3.2.1. HIGH RATE OF COUNTERFEIT CARDS
- 3.2.2. FOREIGN LANGUAGE PRODUCTS FACE IMPORT HURDLES
- 3.2.3. LIMITED OFFICIAL TOURNAMENT INFRASTRUCTURE

4. KEY ANALYTICS

4.1. KEY MARKET TRENDS
- 4.1.1. RISING POPULARITY OF RIP-AND-SHIP LIVE STREAMS ON SOCIAL MEDIA PLATFORMS (DOUYIN, BILIBILI)
- 4.1.2. RISE OF CHINESE IP-BASED TCGS
4.2. PESTLE ANALYSIS
- 4.2.1. POLITICAL
- 4.2.2. ECONOMICAL
- 4.2.3. SOCIAL
- 4.2.4. TECHNOLOGICAL
- 4.2.5. LEGAL
- 4.2.6. ENVIRONMENTAL
4.3. PORTER'S FIVE FORCES ANALYSIS
- 4.3.1. BUYERS POWER
- 4.3.2. SUPPLIERS POWER
- 4.3.3. SUBSTITUTION
- 4.3.4. NEW ENTRANTS
- 4.3.5. INDUSTRY RIVALRY
4.4. GROWTH PROSPECT MAPPING
- 4.4.1. GROWTH PROSPECT MAPPING FOR CHINA
4.5. MARKET CONCENTRATION ANALYSIS
4.6. VALUE CHAIN ANALYSIS
- 4.6.1. GAME DEVELOPMENT & DESIGN
- 4.6.2. PRODUCTION & MANUFACTURING
- 4.6.3. BRAND MANAGEMENT & MARKETING
- 4.6.4. RETAIL & DISTRIBUTION CHANNELS
- 4.6.5. END-USERS: PLAYERS, COLLECTORS & INVESTORS
4.7. KEY BUYING CRITERIA
- 4.7.1. GAMEPLAY
- 4.7.2. COLLECTABILITY
- 4.7.3. FRANCHISE APPEAL & ARTWORK
- 4.7.4. COMMUNITY
- 4.7.5. PRICE & ACCESSIBILITY
- 4.7.6. RETAIL AVAILABILITY
4.8. REGULATORY FRAMEWORK

5. MARKET BY PRODUCT TYPE

5.1. BOOSTER BOXES AND PACKS
- 5.1.1. MARKET FORECAST FIGURE
- 5.1.2. SEGMENT ANALYSIS
5.2. TINS AND SPECIAL BOXES
- 5.2.1. MARKET FORECAST FIGURE
- 5.2.2. SEGMENT ANALYSIS
5.3. PRE-CONSTRUCTED DECKS
- 5.3.1. MARKET FORECAST FIGURE
- 5.3.2. SEGMENT ANALYSIS

6. MARKET BY TCG THEME

6.1. FANTASY
- 6.1.1. MARKET FORECAST FIGURE
- 6.1.2. SEGMENT ANALYSIS
6.2. SCI-FI
- 6.2.1. MARKET FORECAST FIGURE
- 6.2.2. SEGMENT ANALYSIS
6.3. TV, FILM & COMIC IPS
- 6.3.1. MARKET FORECAST FIGURE
- 6.3.2. SEGMENT ANALYSIS
6.4. VIDEO GAME-BASED
- 6.4.1. MARKET FORECAST FIGURE
- 6.4.2. SEGMENT ANALYSIS

7. MARKET BY RETAIL CHANNEL

7.1. SPECIALTY AND HOBBY STORES
- 7.1.1. MARKET FORECAST FIGURE
- 7.1.2. SEGMENT ANALYSIS
7.2. SUPERSTORES
- 7.2.1. MARKET FORECAST FIGURE
- 7.2.2. SEGMENT ANALYSIS
7.3. ONLINE
- 7.3.1. MARKET FORECAST FIGURE
- 7.3.2. SEGMENT ANALYSIS

8. COMPETITIVE LANDSCAPE

8.1. KEY STRATEGIC DEVELOPMENTS
- 8.1.1. MERGERS & ACQUISITIONS
- 8.1.2. PRODUCT LAUNCHES & DEVELOPMENTS
- 8.1.3. PARTNERSHIPS & AGREEMENTS
- 8.1.4. BUSINESS EXPANSIONS & DIVESTITURES
8.2. COMPANY PROFILES
- 8.2.1. BANDAI NAMCO HOLDINGS INC
  - 8.2.1.1. COMPANY OVERVIEW
  - 8.2.1.2. PRODUCTS
  - 8.2.1.3. STRENGTHS & CHALLENGES
- 8.2.2. BUSHIROAD INC
  - 8.2.2.1. COMPANY OVERVIEW
  - 8.2.2.2. PRODUCTS
  - 8.2.2.3. STRENGTHS & CHALLENGES
- 8.2.3. KAYOU INC
  - 8.2.3.1. COMPANY OVERVIEW
  - 8.2.3.2. PRODUCTS
  - 8.2.3.3. STRENGTHS & CHALLENGES
- 8.2.4. KONAMI GROUP CORPORATION
  - 8.2.4.1. COMPANY OVERVIEW
  - 8.2.4.2. PRODUCTS
  - 8.2.4.3. STRENGTHS & CHALLENGES
- 8.2.5. TAKARA TOMY CO LTD
  - 8.2.5.1. COMPANY OVERVIEW
  - 8.2.5.2. PRODUCTS
  - 8.2.5.3. STRENGTHS & CHALLENGES
- 8.2.6. HOBBY JAPAN CO LTD
  - 8.2.6.1. COMPANY OVERVIEW
  - 8.2.6.2. PRODUCTS
  - 8.2.6.3. STRENGTHS & CHALLENGES
- 8.2.7. THE POKEMON COMPANY
  - 8.2.7.1. COMPANY OVERVIEW
  - 8.2.7.2. PRODUCTS
  - 8.2.7.3. STRENGTHS & CHALLENGES
- 8.2.8. HASBRO INC
  - 8.2.8.1. COMPANY OVERVIEW
  - 8.2.8.2. PRODUCTS
  - 8.2.8.3. STRENGTHS & CHALLENGES
- 8.2.9. SQUARE ENIX HOLDINGS CO LTD
  - 8.2.9.1. COMPANY OVERVIEW
  - 8.2.9.2. PRODUCTS
  - 8.2.9.3. STRENGTHS & CHALLENGES
- 8.2.10. RAVENSBURGER AG
  - 8.2.10.1. COMPANY OVERVIEW
  - 8.2.10.2. PRODUCTS
  - 8.2.10.3. STRENGTHS & CHALLENGES

LIST OF TABLES

TABLE 1: MARKET SNAPSHOT - TRADING CARD GAME (TCG)
TABLE 2: REGULATORY FRAMEWORK
TABLE 3: CHINA TRADING CARD GAME (TCG) MARKET, BY PRODUCT TYPE, HISTORICAL YEARS, 2018-2023 (IN $ MILLION)
TABLE 4: CHINA TRADING CARD GAME (TCG) MARKET, BY PRODUCT TYPE, FORECAST YEARS, 2025-2032 (IN $ MILLION)
TABLE 5: CHINA TRADING CARD GAME (TCG) MARKET, BY TCG THEME, HISTORICAL YEARS, 2018-2023 (IN $ MILLION)
TABLE 6: CHINA TRADING CARD GAME (TCG) MARKET, BY TCG THEME, FORECAST YEARS, 2025-2032 (IN $ MILLION)
TABLE 7: CHINA TRADING CARD GAME (TCG) MARKET, BY RETAIL CHANNEL, HISTORICAL YEARS, 2018-2023 (IN $ MILLION)
TABLE 8: CHINA TRADING CARD GAME (TCG) MARKET, BY RETAIL CHANNEL, FORECAST YEARS, 2025-2032 (IN $ MILLION)
TABLE 9: LIST OF MERGERS & ACQUISITIONS
TABLE 10: LIST OF PRODUCT LAUNCHES & DEVELOPMENTS
TABLE 11: LIST OF PARTNERSHIPS & AGREEMENTS
TABLE 12: LIST OF BUSINESS EXPANSIONS & DIVESTITURES

LIST OF FIGURES

FIGURE 1: KEY MARKET TRENDS
FIGURE 2: PORTER'S FIVE FORCES ANALYSIS
FIGURE 3: GROWTH PROSPECT MAPPING FOR CHINA
FIGURE 4: MARKET CONCENTRATION ANALYSIS
FIGURE 5: VALUE CHAIN ANALYSIS
FIGURE 6: KEY BUYING CRITERIA
FIGURE 7: CHINA TRADING CARD GAME (TCG) MARKET, GROWTH POTENTIAL, BY PRODUCT TYPE, IN 2024
FIGURE 8: CHINA TRADING CARD GAME (TCG) MARKET, BY BOOSTER BOXES AND PACKS, 2025-2032 (IN $ MILLION)
FIGURE 9: CHINA TRADING CARD GAME (TCG) MARKET, BY TINS AND SPECIAL BOXES, 2025-2032 (IN $ MILLION)
FIGURE 10: CHINA TRADING CARD GAME (TCG) MARKET, BY PRE-CONSTRUCTED DECKS, 2025-2032 (IN $ MILLION)
FIGURE 11: CHINA TRADING CARD GAME (TCG) MARKET, GROWTH POTENTIAL, BY TCG THEME, IN 2024
FIGURE 12: CHINA TRADING CARD GAME (TCG) MARKET, BY FANTASY 2025-2032 (IN $ MILLION)
FIGURE 13: CHINA TRADING CARD GAME (TCG) MARKET, BY SCI-FI, 2025-2032 (IN $ MILLION)
FIGURE 14: CHINA TRADING CARD GAME (TCG) MARKET, BY TV, FILM & COMIC IPS, 2025-2032 (IN $ MILLION)
FIGURE 15: CHINA TRADING CARD GAME (TCG) MARKET, BY VIDEO GAME-BASED, 2025-2032 (IN $ MILLION)
FIGURE 16: CHINA TRADING CARD GAME (TCG) MARKET, GROWTH POTENTIAL, BY RETAIL CHANNEL, IN 2024
FIGURE 17: CHINA TRADING CARD GAME (TCG) MARKET, BY SPECIALTY AND HOBBY STORES, 2025-2032 (IN $ MILLION)
FIGURE 18: CHINA TRADING CARD GAME (TCG) MARKET, BY SUPERSTORES, 2025-2032 (IN $ MILLION)
FIGURE 19: CHINA TRADING CARD GAME (TCG) MARKET, BY ONLINE, 2025-2032 (IN $ MILLION)