Kayou (Chinese: 卡游) is a Chinese pan-entertainment brand and cultural products company best known for its licensed trading cards, collectible cards, stationery, toys, and pop-culture merchandise. The company has become one of China’s leading collectible card manufacturers by partnering with major global entertainment franchises and developing its own original intellectual properties (IPs). Today, Kayou operates internationally through regional websites and subsidiaries across Asia, Europe, and North America. [1]

Although companies within the Kayou corporate group were established in 2011, the business did not begin significant commercial operations until 2018, when it launched its first licensed collectible card series. During its early years, production relied primarily on OEM manufacturers before Kayou invested in its own manufacturing facilities. [2]

Major milestones include:

• 2018 – Launch of the first licensed trading card products.

• 2019 – Establishment of manufacturing subsidiaries in Zhejiang.

• 2022 – Expansion into premium stationery products.

• 2023 – Introduction of figures and the company’s first major original IP products.

• 2024–present – Rapid international expansion with localized online stores and regional operations. [2]

Kayou positions itself as more than a trading card manufacturer. The company describes itself as a pan-entertainment cultural innovation company, integrating:

• Product design

• Licensed entertainment brands

• Original content

• Manufacturing

• Retail

• Community experiences

Its business strategy revolves around three pillars:

• Products

• Content

• Experiences

According to the company, it has built an integrated industrial chain covering:

• Research & development

• Manufacturing

• Printing

• Logistics

• Distribution

• Marketing [3]

Kayou manufactures a broad range of products including:

Trading Cards

The company’s flagship business includes:

• Collectible trading cards

• Character cards

• Premium foil cards

• Box sets

• Tournament products

• Limited editions

Many releases include:

• Holographic cards

• Signature-style chase cards

• Serialized collectibles

• Rare insert cards

Stationery

Kayou also produces:

• Pens

• Notebooks

• Pencil cases

• School supplies

• Creative stationery

Often featuring licensed characters.

Toys

Additional products include:

• Figures

• Blind boxes

• Character merchandise

• Accessories

• Gift products [4]

Kayou is known for securing licenses from numerous global entertainment franchises. According to the company, it has collaborated with over 100 major IPs worldwide. Examples include:

• Naruto

• Harry Potter

• Ultraman

• My Little Pony

• SpongeBob SquarePants

• Detective Conan

• Sanrio

• The Powerpuff Girls

• Mobile Legends: Bang Bang

• Ne Zha

These licenses form the basis of many of its collectible card and merchandise lines. [1]

In addition to licensed products, Kayou develops its own intellectual properties.

One notable example is:

• Kayou Sanguo (Three Kingdoms Card Game)

The company has stated that it is investing in original artists from China, Japan, and South Korea while incorporating traditional Chinese artistic themes into its products. [1]

One of Kayou’s distinguishing features is its vertically integrated manufacturing system.

The company reports operating:

• Smart manufacturing facilities

• German Manroland automated printing presses

• Automated AGV logistics systems

• Integrated warehousing

• High-volume printing operations

These capabilities support the production of trading cards, stationery, and other paper-based collectibles at scale. [1]

Originally focused on mainland China, Kayou has expanded internationally through localized operations and online storefronts serving regions including:

• Japan

• Hong Kong

• Indonesia

• Thailand

• Singapore

• United Kingdom

• Germany

• France

• Italy

• Spain

• United States

• Vietnam

The company also participates in international fan conventions and collectible events to reach global audiences. [5]

Kayou states that its vision is:

“To become a global pan-entertainment product group, connecting with and providing long-lasting companionship to consumers.”

Its broader mission emphasizes promoting Chinese culture through entertainment products while delivering high-quality collectible experiences. [3]

Within China, Kayou has become one of the country’s largest collectible card brands, competing in the licensed trading card and entertainment merchandise market. Its growth has been driven by partnerships with globally recognized franchises, investment in manufacturing, and expansion into international markets. [1]

1. KAYOU—OPEN JOY

2. THIS DOCUMENT IS IN DRAFT FORM, INCOMPLETE AND SUBJECT TO CHANGE. THE INFORMATION MUST BE READ IN

3. US About KAYOU

4. KAYOU株式会社

5. KAYOU