[Voiceover] In China, the so-called "goods economy", which refers to products related to anime, comics, gaming or fantasy novels, is thriving in urban shopping malls. The "goods economy" includes everything from affordable items like stickers, posters and trading cards to higher-priced things like model figures, and stuffed plushie toys. And cosplay. At this shop in Shanghai, fans can dress up as their favorite characters and have a photo shoot. [Soundbite] Tang Zhiyao, anime enthusiast: "It took about an hour and a half to apply the makeup. The total cost of the photo service was 123 U.S. dollars." [Voiceover] There are 54 anime stores in this mall, with a combined revenue of more than 19 million U.S. dollars in the first half of the year, an 85 percent increase from the same period last year. [Soundbite] Zhou Lin, staff member, shopping mall: "We receive about 80,000 customer visits daily. The customer traffic will rise to 120,000 visits on weekends. Although our anime stores and IP pop-up stores only occupy eight percent of the whole mall, their combined sales account for 20 percent of our total sales." [Voiceover] The mall held 55 anime-themed events in the first half of this year, generating more than 11 million U.S. dollars in cumulative sales. [Restrictions : No access Chinese mainland]