"All the characters are following the main story in the film but they can reveal more lively and complete personalities behind the scenes. The book shares fun, short stories about them," the movie's director, Yang Yu, aka Jiaozi, remarks in its preface.

Chen Xi, the chief publisher of the two books, says: "Since the debut of the first Ne Zha film (in 2019), I have paid attention to feedback. I've noticed that fans are very interested in the back stories of the characters. They are curious about where their journeys began, and how they ended up. They want to understand the challenges they faced along the way. We planned these books to introduce content beyond the screen."

Data from another major online retail platform Tmall shows that sales of both books have fetched more than 18 million yuan, setting category-leading records for recent animation-derived publications.

Chen adds that consumers purchasing the products come from all age groups, with the majority concentrated between 14 and 40, according to statistics from Citic. In addition to buying for themselves, many, particularly mothers, are also purchasing for their young children.

CASS' Zeng views Ne Zha 2 as a breakthrough in bridging generational divides by reinventing cultural legacies and creating shared touchpoints for families. "An IP like Nezha has the potential for long-term development. Each generation has its own version they can relate to. His image is deeply rooted in traditional Chinese culture, while changing in each era," Zeng says. "This enables intergenerational interaction. As a result, people of all ages are willing to watch the film and buy merchandise. This phenomenon represents a cultural crossover, driving family-friendly consumption."