What kind of merchandise awaits at the Chinese subculture show Bilibili World?

중국 덕후쇼 빌리빌리 월드, 어떤 굿즈 있을까?

gamemeca Ⅰ Shin Jae-yeon 게임메카 신재연 기자 2025.07.13 09:45 UTC+9

AI Summary

Bilibili World showcases how hardware and game brands use exclusive merch to dominate the subculture scene. From high-end ASUS gear to quirky Trickcal cushions, the show is a masterclass in fan engagement. Attendees walked away with plenty of loot, proving that IP power remains the ultimate draw.

Bilibili World is the definitive celebration of subculture, hosted by the Chinese streaming giant Bilibili. While most outsiders mistake it for a purely digital gaming affair, it is actually a sprawling ecosystem where board games, hardware manufacturers, and various platforms converge to court the subculture faithful.

Given the sheer, overwhelming scale of the venue, booths have to fight tooth and nail for attention. Naturally, the most effective weapon in their arsenal is high-quality merchandise—either for sale or as a cheeky giveaway to lure fans in. Let’s take a look at what was on offer at this year's show.

▲ When it comes to collaboration merch, there is nothing quite as alluring as custom hardware. (Image courtesy: Gamemeca)

▲ Razer has a long history of playing nice with various IPs, ranging from Kuromi and Pokémon to Arknights, long before they ever touched Evangelion. (Image courtesy: Gamemeca)

▲ At Bilibili World, they were out in force, running live sales directly from the booth to keep the hype train moving. (Image courtesy: Gamemeca)

▲ The booth models, dressed in matching outfits with Phantom, certainly did their part to turn heads. (Image courtesy: Gamemeca)

▲ Just across the way, ASUS’s ROG booth showcased their Hatsune Miku collaboration gear. (Image courtesy: Gamemeca)

▲ It was a stunning piece of kit, boasting an aesthetic that drew quite the crowd. (Image courtesy: Gamemeca)

▲ Though, let's be fair... it was hardly priced for the average wallet. (Image courtesy: Gamemeca)

▲ Still, they managed to coax some cash out of attendees by offering more affordable alternatives alongside the premium items. (Image courtesy: Gamemeca)

▲ The board game zone featured a dedicated space for Goddess of Victory: NIKKE merchandise. (Image courtesy: Gamemeca)

▲ Fans were quick to snap up the free fans and badges scattered around the display. Is there any power quite like IP power? (Image courtesy: Gamemeca)

▲ The variety of NIKKE goods was impressive, with a healthy mix of items for sale and freebies to keep everyone happy. (Image courtesy: Gamemeca)

▲ Even a quick brunch at Subway yielded a Pepsi Zero with a 'Wukong' print, proving that the collaboration train in China shows no signs of slowing down. (Image courtesy: Gamemeca)

▲ Naturally, we couldn't ignore the offerings from domestic developers. Trickcal arrived with massive paper bags and a wealth of goodies. (Image courtesy: Gamemeca)

▲ The merchandise perfectly captured Trickcal’s warm, fairy-tale aesthetic. The Erpin badge is made of a cushion-like material, which makes it satisfyingly squishy. (Image courtesy: Gamemeca)

▲ However, the Comi cushion truly stole the show. Sadly, the tongue doesn't actually roll out... (Image courtesy: Gamemeca)

▲ Given what’s printed on the back, perhaps it is for the best that it stays put. (Image courtesy: Gamemeca)

▲ Crimson Desert was handing out bags and portable fans, with T-shirts available for those who participated in their on-site events. (Image courtesy: Gamemeca)

▲ The front featured a clean, understated logo. (Image courtesy: Gamemeca)

▲ But the back really made an impact, featuring the distinctive blue mark from the protagonist Cliff’s face—a sharp, memorable design choice. (Image courtesy: Gamemeca)

빌리빌리 월드는 중국의 서브컬처 중심 영상 플랫폼 '빌리빌리'가 주최하는 서브컬처 중심의 문화 행사다. 대부분 디지털 게임 행사로 잘 알려져 있지만, 실제로는 디지털 게임 외에도 다양한 보드게임, 하드웨어, 플랫폼 등 서브컬처 유저들이 중심이 되는 다양한 관계사들이 출전해 자신의 매력을 뽐낸다.

다만 행사장이 워낙 넓고 방대한 만큼 다양한 경쟁사들이 존재하기에, 각 부스들은 유저들의 이목을 사로잡을 수 있는 자신들만의 굿즈를 판매하거나 배포하며 유저들을 불러들인다. 그렇다면 과연 빌리빌리 월드 부스에서는 어떤 굿즈들이 등장했을까? 그 중 일부를 살펴보았다.