谷子,是英文“goods”(商品)的谐音,在二次元圈内代指动漫、游戏等作品的周边产品。2025年,这个词从小众圈层走向公开讨论,与线下漫展和主题店铺的火爆直接相关。北上广等地的大型动漫游戏展,都出现了粉丝为抢购限定周边谷子而彻夜排队的现象,引发了社会新闻的关注。“吃谷”(购买周边)等圈内话语也由之进入了公众视野。“谷子”的流行,背后是Z世代消费观念的体现:他们购买的不仅是商品本身,更是商品所附带的角色情感、身份认同和社交价值。
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