"So we pay a lot of attention to quality because customers will have high expectations," he said.

The company produces about 200,000 figures annually and had an output value of 110 million yuan last year. Exports raked in 24 million yuan in 2022.

In the first half of this year, Bijie Moon's exports surpassed total figures from all of last year, reaching 30 million yuan. Half of its products are sold in the domestic market.

"We expect the domestic animation market to grow in the next 20 to 30 years, as the country's long history and rich culture offer a broad pool for creation. And we expect the company, together with others in related industries, to benefit from this trend," he said.

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