Going national, giving back to Longgang! Trendy toy brand 'JOYOUTH 99' opens its first store in southern Zhejiang, helping the printing industry upgrade.
Longgang, a city known as the 'China Printing City,' is going through a profound industrial transformation from 'printing' to 'trendy toys.' At the end of August, the top domestic trendy toy brand 'JOYOUTH 99' will open its first store in southern Zhejiang at Longgang's Xin Hong Future City Plaza for a trial run. This national trendy toy brand, which started in Longgang, chose to give back to its hometown after expanding across the country, adding a vivid note to Longgang's shift from 'Printing City' to 'Trendy Toy City.'
"JOYOUTH Jiujiu You" Zhejiang South's first store rendering.
Longgang has a complete printing and packaging industry chain, but it has long focused mainly on processing and manufacturing. In recent years, the local government has accelerated the development of a strong cultural city, promoting Longgang's transformation from a printing hub into a cultural and creative city and a trendy toy city. By the end of 2025, Longgang will have over 1,000 cultural and creative enterprises, with an annual output value of 4.2 billion yuan, accounting for nearly one-tenth of the total printing industry output. In April this year, the Longgang Cultural Industry Promotion Association was officially established, gathering 95 companies in the cultural sector, marking a shift from a "solo" model to a "collaborative growth" approach for the local cultural industry.
The return of 'JOYOUTH Jiu Jiu You' to its hometown is a perfect example of this industry leap. The brand's founder, Chen Minqu, also serves as the president of the Longgang Cultural Industry Promotion Association. His company, Zhejiang Qijing Magic Cube Animation Co., Ltd., has built a diverse brand portfolio covering both cultural and creative stationery as well as trendy collectibles. Among them, 'JOYOUTH Jiu Jiu You' focuses on the ACG (anime, comics, games) collectible scene and has already collaborated with dozens of popular IPs, including Tutor Hitman Reborn, Luo Xiaohei, and EVA. So far, the brand has opened directly-operated stores in major domestic cities like Shanghai, Chengdu, Guangzhou, Hangzhou, and Nanjing.
The new Longgang store, the first 'JOYOUTH Jiu Jiu You' in southern Zhejiang, is located in Longgang's Xin Hong Future City Plaza. It continues the brand's signature bright yellow color as its main visual theme, blending dimensional aesthetics with a futuristic tech vibe to create an immersive trendy collectible experience. During its trial opening, the store will offer a series of check-in perks and limited-edition merchandise events. Once officially open, it plans to hold fan-themed activities regularly, creating an offline gathering spot for ACG enthusiasts in Longgang and enriching the local youth culture scene.
The 'JOYOUTH Jiu Jiu You' brand offers secondary derivative merchandise for anime and pop culture fans.
'We hope to use the offline stores of 'JOYOUTH Jiu Jiu You' as a window to build a youth-oriented cultural exchange platform and attract more young people's attention to the local trendy toy industry,' explained Chen Minqu. In the future, the brand plans to deeply connect with local resources in Longgang, integrating IP design, product implementation, and offline operations across the entire chain, empowering local industry innovation and helping the 'trendy toy economy' become an important growth driver for high-quality regional economic development.