Cai Gongming, CEO of Road Pictures and GuGuGuGu, is driving substantial changes in China's animation and anime industry. His companies are combining creative marketing stunts, merchandise and franchise development, aiming to reshape the Chinese cinematic experience and set new industry standards.

Cai Gongming, CEO of Road Pictures and GuGuGuGu. [Photo courtesy of Road Pictures]

GuGuGuGu launched Shinkai's Works Cafe on Dec. 28, a themed space celebrating Japanese animator Makoto Shinkai. His film "Suzume" earned 807 million yuan ($113 million) in China last year, becoming the country's highest-grossing Japanese film in 2023. The cafe features elements from Shinkai's films alongside themed beverages and merchandise.

The animator did not attend the launch as he was busy making a new film, but he sent an enthusiastic video greeting to fans and expressed his hope for the cafe to be "a bond connecting me with everyone." Cai shares this vision of connection, seeing the cafe as a way to keep fans engaged with Shinkai's artistry. He hopes the cafe will become both an anime landmark and an artistic urban space in China.

Shinkai's Works Cafe opens at the Bailian ZX Creative Centre in Shanghai's Yangpu district, Dec. 28, 2024. [Photo courtesy of GuGuGuGu]

Cai and his staff intensified their work as the year ended. They brought the acclaimed animated film "Detective Conan: Crossroad in the Ancient Capital" to Chinese theaters, creating special screenings with artificial cherry blossoms to recreate a scene from the film. They also launched the Detective Conan 30th Anniversary Exhibition in Beijing, running from Dec. 21, 2024, to Feb. 23, 2025.

GuGuGuGu, founded by Road Pictures in October 2023, operates with a fan-focused philosophy, Cai said. The company has developed a one-stop IP integration model combining content, merchandise and experiences while encouraging fan engagement.

Cai said the company maintains strong relationships with Japanese partners and holds significant IP reserves. He emphasized coordinated franchise management as the key to market success.

"The anime business has a very significant characteristic that many people overlook — it is driven by emotional value," he told China.org.cn.

Actors portraying Detective Conan and Kaito Kid pose with a Conan statue at the Detective Conan 30th Anniversary Exhibition in Beijing, Dec. 20, 2024. [Photo courtesy of GuGuGuGu]

Cai's innovative marketing has set industry standards. His team brought the Japanese rock band SPYAIR to Shanghai in June 2024, drawing 10,000 fans to perform songs from "Haikyu!! The Dumpster Battle." For the April 2024 premiere of "Spy x Family Code: White," the team transformed Beijing's Solana shopping complex into scenes from the film. A year earlier, they attracted 4,000 people to a nostalgia-themed event at Peking University's sports arena.

Before entering film and anime, Cai was a marketing veteran in the automotive industry, serving as vice president of Mercedes-Benz China. After leaving in 2012, he spent a year cycling and visiting temples while considering his next career move. In 2014, he established Road Pictures, which gained recognition for promoting films like "Shoplifters," "Capernaum," "Transformers: The Last Knight," and "Tomb Raider," before pivoting to Japanese anime.

Cai's business is growing quickly. The company has opened eight GuGu Homes — comprehensive retail stores in malls — and 30 smaller GuGu HotSpot stores inside cinemas across China. They have developed more than 3,000 stock-keeping units. This rapid development has impressed their Japanese partners.

A GuGu Home flagship store opens at the Bailian ZX Creative Centre in Shanghai's Yangpu district, Dec. 28, 2024. [Photo/China.org.cn]

"As of 2024, China's two-dimensional entertainment market, comprising animation, comics and video games, has reached 120 billion yuan, ranking among the world's largest," Cai stated. "This robust market fuels strong demand in the film industry and significantly influences it. Consequently, we prioritize importing high-quality anime and acclaimed international films for domestic audiences, as quality content is crucial for attracting viewers."

Chinese animation is thriving, Cai said, and fans seek emotional connections. While his team is discussing partnerships with Chinese IP owners, Cai's long-term vision includes developing original content.

Fans attend "The First Slam Dunk" China premiere at Peking University's Khoo Teck Puat Gymnasium in Beijing, April 15, 2023. [Photo courtesy of Road Pictures]

"IP operation is actually very scientific and meticulous," he said. "If we are eager for quick success and instant benefits, an IP often ends up like many in China: The IP itself is good, but we lack planning. Then, as everyone rushes in, it quickly turns into merely selling merchandise — and then it's over. IP operations should not be carried out this way. In fact, just like the models abroad, not only those in Japan but also Disney and others, IP operations should be managed over the long term."