这不是“谷子”，这是我通往异世界大门的钥匙

“谷子”不只是“谷子”

还是情绪的出口

是力量的来源

也是通往异世界大门的钥匙

“只要去逛谷子店，即便不买也能很开心，比逛衣服之类的都要感兴趣多了。感觉走入了自己的世界，没有任何其他的东西打扰，是一种很美妙的感觉，” 18岁的董雁冰说。

"Simply visiting these stores, even without buying anything, makes me happy. It's like stepping into my personal sanctuary, free from external distractions," 18-year-old Dong Yanbing in Beijing said.

图源：桂茜

对她来说逛“谷子”店就像是进入了“梦想世界”，那里充满魔力，人物鲜活，是无聊生活的出口。

For Dong Yanbing, walking into a "goods store" feels like entering what she describes as a "romantic ideal world" — a space filled with magical powers and vibrant personalities that offers an escape from the mundane everyday life.

“Goods（周边）”是指与动画、漫画、游戏和小说（统称为ACGN）相关的产品，有徽章、手办、亚克力立牌、钥匙扣以及其他文具饰品。因为“Goods”的发音类似于中文中的“谷子”，因此粉丝们把买周边叫做“吃谷”。

The term "goods" refers to products related to anime, comics, games, and novels, collectively known as ACGN. These items typically include badges, figurines, acrylic standees, keychains, and other stationery accessories. The word "goods" sounds like "guzi "in Chinese, which means "grain", and fans humorously call buying these items "eating grains".

国内大城市的购物中心，总能看到谷子店，有的地方甚至会划出专门的经营区域。

图源：桂茜

图源：桂茜

In many shopping malls across China's major cities, it's easy to find one or more ACGN merchandise stores. Some cities even have entire districts dedicated to these trendy shops.

董雁冰钟爱经典少年动漫，《航海王》、《灌篮高手》、《火影忍者》都是她的心头好，她的pick（最爱）是《火影忍者》中的宇智波佐助。

Dong particularly enjoys classic shonen anime series, such as One Piece, Slam Dunk, and Naruto, with her favorite character being Uchiha Sasuke from Naruto.

图源：受访者供图

在董雁冰看来，“他可能是一个很有争议的角色，因为他执着于复仇。但他很有激情，不随波逐流，不怕别人的眼光，走出一条自己的道路来，这给我很多力量，现在也有越来越多的读者开始认同这个角色。”

"He might be a polarizing character due to his vengeful nature, but his passion, fearlessness in the face of judgment, and determination to forge his own path give me so much strength," Dong explained.

她表示，“既然没办法穿越到二次元，那就买周边满足自己。”

"Since I can't physically enter the two-dimensional world, I satisfy myself by acquiring diverse merchandise," she said.

17岁的张天爱喜欢用自己的“谷子”装饰背包，这样的包包在“吃谷”黑话中叫“痛包”。不管是带去学校还是四处走走，都像是有喜欢的角色在她身边，感觉天都更明朗了。

Zhang Tian'ai, a 17-year-old high school student in Beijing, likes to personalize her backpack with the items she collects. Carrying it to school or around town gives her a sense of having her favorite characters by her side, which makes her day "a whole lot brighter", she said.

安徽的陶雪骏，更是重量级，她会用心装饰自己的“谷子”，也就是给“谷子”做“谷美”，把它们变得更精致。她还会带着自己的宝贝到“谷子”发源地日本打卡，与雪山和日式古建筑合影。

图源：受访者供图

Tao Xuejun, a 29-year-old from East China's Anhui province, takes her goods to the next level by carefully decorating them to enhance their beauty, a practice known as "gumei" (literally meaning "beautify the goods") in the ACGN fan community. She also takes her cherished items on trips to their "Japanese hometown", capturing photos of them in snowy landscapes or in front of ancient buildings.

她甚至会根据自己的想法，和艺术家合作设计制作“谷子”。

图源：受访者供图

She even collaborates with artists to design and produce goods based on her own ideas.

不管是买谷子还是做谷子，陶雪骏都认为这是触摸到那个令人向往的虚拟世界的方式。她说，“我想把美留在手中。”

Whether she buys them or creates them herself, Tao sees these items as a means to "reach out to that dreamy virtual world", she said. "I want to hold onto that beauty in my hands."

“谷子”曾经还比较小众

现在为何无处不在

“谷子”店蒸蒸日上

同质化问题又怎么解决

之前，购买ACGN周边产品还得通过海外代购、网店、漫展，可能买到假货或者运输损坏。但现在随着ACGN行业的扩大和成熟， IP Star、三月兽、Goodslove、漫酷等连锁店纷纷涌现。

图源：桂茜

Not long ago, getting ACGN merchandise often meant going through overseas agents, online shops, or anime conventions, which sometimes raised doubts about product authenticity or led to damaged goods from rough shipping. However, as the ACGN industry has expanded and matured, chain stores like IP Star, March Monster, Goodslove, Mancool, and others have emerged.

陶雪骏高中就开始买ACGN周边，那时候，“谷子”这个词还没有流行起来，喜欢买谷子还比较小众。她说，“但现在你跟一个大学生或者年轻人聊，他们基本上都会看，或者多少都会了解一点。甚至我的小侄女都会跟我一起去逛‘谷子’店。”

Tao has been purchasing ACGN merchandise since high school, though back then, the term "goods "wasn't commonly used, and it was considered a niche hobby. "But now, if you talk to a college student, chances are they're into it or at least know something about it. Even my young niece joins me to check out goods stores," she said.

IP Star北京华威大厦店的店长李鹏飞和陶雪骏有一样的感受，他对店里稳定的客流量很满意，还提到甚至有很多忠实客户在每次新品上架时都会来排队购买。

Li Pengfei, the manager of IP Star, a goods chain store in Beijing, echoes Tao's observation. He is pleased with the steady foot traffic in his store and notes that many loyal customers eagerly line up whenever new products are released.

但随着业务扩展，许多店面临着产品同质化的风险，所以都在努力塑造独特的品牌形象。

As businesses grow, many stores face the challenge of product homogenization. As a result, each store is working to carve out its own unique identity.

李鹏飞介绍，IP Star获得了部分IP的授权，推出独家商品。他们还在北京开设了一家ACGN主题餐厅，轮换《名侦探柯南》、《天官赐福》、《明日方舟》等主题。

According to Li, IP Star secures authorization for a select number of IPs to create exclusive merchandise. They have also ventured into ACGN-themed dining by opening a restaurant in Beijing, which features rotating themes like Detective Conan, Heaven Official's Blessing, and Arknights.

北京首家三月兽的店长王英莲认为，三月兽的独特之处在于IP种类丰富，还拥有大量日本制造商的产品，也就是“日谷”。

图源：桂茜

Wang Yinglian, the manager of Beijing's first March Monster store, believes the store's uniqueness lies in its wide range of IPs and a large inventory of goods from Japanese manufacturers.

她还指出，谷子店逐渐呈现集群化的趋势。“吃谷子”已经成为一种亚文化，为众多二次元爱好者提供了交流平台，大家聚在一起讨论心仪的谷子，认识同好。许多商场引入了各式各样的谷子店，定期举办二次元主题活动，营造出浓厚的亚文化氛围。

She also pointed out the growing trend of goods stores clustering together. According to her, "eating grains" has become a subculture that serves as a social hub for many ACGN enthusiasts, who gather to discuss their favorite merchandise and make friends with others who share their tastes. In response, many shopping malls are introducing a variety of goods stores and regularly hosting ACGN-themed events to cultivate a vibrant subcultural atmosphere.

“我真的感受到二次元和谷子文化正在从小众的圈子走向更大众的层面。对爱好者和谷子店来说，大家都能有一个更好的未来。”

"I can genuinely feel that ACGN and goods cultures are shifting from niche communities to the mainstream. Both enthusiasts and stores can anticipate a brighter future," she said.

记者：桂茜 齐翔宇

见习编辑：黎霈融