The 2007 founding date, Shantou origin, and association with Shantou Hengtian Network Technology Co., Ltd. are reported by Chinese brand directories rather than by a clearly identified official XINGYUNSHI corporate history page. These details are best treated as reported information rather than independently verified corporate facts.2

XINGYUNSHI appears to have developed from the Chinese e-commerce and character-goods industry, with Shantou, Guangdong serving as its reported base.

According to Chinese business and brand sources, the company behind the brand positioned itself as an integrated enterprise covering product design, development, sales, and e-commerce services. One profile describes its business as combining an online merchandise store with physical retail and international sales channels.2

A Chinese brand directory dates the XINGYUNSHI brand to 2007 and associates it with Shantou Hengtian Network Technology Co., Ltd., describing the company as having product-development and marketing functions alongside production resources.3 Over time, the brand became increasingly associated with licensed ACG merchandise rather than functioning simply as a general gift or accessories company.

XINGYUNSHI’s core business involves turning popular fictional characters and franchises into physical consumer products. Its product strategy differs from that of an anime studio or manga publisher; instead of creating original entertainment IP, XINGYUNSHI generally works around existing intellectual properties to develop merchandise.

A database of anime merchandise companies lists XINGYUNSHI as a manufacturer and producer of hundreds of goods, identifying it as a developer of official derivative products for numerous franchises.1 This places the company within the broader character-goods, licensing, and merchandise ecosystem.

XINGYUNSHI maintains a broad product portfolio catering to various consumer needs.

Watches

Watches are among the most recognizable categories associated with the brand. Examples include character-themed watches based on franchises such as Naruto, Detective Conan, Fate, Link Click, and other anime and Chinese animation properties. Chinese marketplace listings show XINGYUNSHI character watches being sold as officially licensed collaboration merchandise.4

Jewelry and accessories

The company produces character-themed accessories including necklaces, pendants, rings, bracelets, metal accessories, and silver products. For example, Japanese retailer AmiAmi has listed a XINGYUNSHI Mo Dao Zu Shi rabbit necklace made from 925 sterling silver, illustrating how the company translates anime characters and motifs into conventional jewelry products.

Bags

Bags and backpacks form another significant category. Products include character-themed backpacks, shoulder bags, messenger bags, travel bags, and plush bags. International retailers have carried XINGYUNSHI products based on Link Click, demonstrating the category’s reach beyond domestic markets.5

Stationery

The brand produces merchandise such as bookmarks, notebooks, character stationery, badges, and collectible paper goods. A XINGYUNSHI Link Click character bookmark, for example, is listed through Chinese e-commerce channels as official collaboration merchandise.

Household and lifestyle products

The catalog extends beyond traditional collectibles into everyday consumer goods, including umbrellas, cups and bottles, storage products, household accessories, electronic accessories, and travel goods. Listings on Lazada Philippines, for instance, identify XINGYUNSHI anime umbrellas as licensed Mo Dao Zu Shi merchandise, indicating availability to Filipino consumers.6

Plush and collectibles

More recently visible products include plush dolls, blind boxes, badges, figures, character ornaments, and collectible accessories. JD listings show XINGYUNSHI merchandise for properties including Ren Yu Xian Luo, The King’s Avatar, Mo Dao Zu Shi, and One-Punch Man.4

A defining characteristic of XINGYUNSHI is its extensive portfolio of licensed intellectual-property collaborations. A specialist merchandise database identifies XINGYUNSHI as an official derivative-product developer for numerous franchises, including:

• Detective Conan
• Hatsune Miku
• Fate/stay night
• Fate/Zero
• Fate/Apocrypha
• Fate/EXTRA Last Encore
• Gintama
• Bleach
• Kuroko’s Basketball
• K Project
• IDOLiSH7
• The King’s Avatar
• Himouto! Umaru-chan
• Ice Fantasy
• Star Trek
• The Legend of Qin
• Mo Dao Zu Shi

The same source records hundreds of XINGYUNSHI merchandise items, although its database should be regarded as a specialist catalog rather than an official corporate source.1 Chinese marketplace catalogs provide additional evidence of collaborations involving franchises such as Naruto, Spy × Family, Fate, Mo Dao Zu Shi, Perfect World, and Link Click.4

XINGYUNSHI is best understood within the context of China’s rapidly developed 二次元 (èr cì yuán) consumer culture. The term broadly refers to the world of anime, manga, games, virtual characters, and related fan culture, where merchandise plays a major role.

Rather than selling only traditional figurines, XINGYUNSHI frequently incorporates characters into ordinary consumer products. This approach allows fans to display their interests through items that serve practical functions in everyday life, such as watches, necklaces, backpacks, umbrellas, mugs, and stationery. This integration of fandom and utility is a defining characteristic of the brand’s product strategy.

XINGYUNSHI products appear across several sales channels. In China, the brand has a presence on major e-commerce platforms. JD’s brand catalog lists numerous XINGYUNSHI products across watches, bags, plush, badges, cups, jewelry, and other merchandise.4 Chinese marketplace information also identifies an XINGYUNSHI flagship store on Tmall, with listings showing Shantou, Guangdong as the associated location.

Internationally, products can be found through specialist anime retailers and marketplaces, including Japanese retailer AmiAmi and overseas merchandise retailers. Notably for Philippine readers, XINGYUNSHI listings are available on Lazada Philippines, demonstrating that the brand’s merchandise reaches Southeast Asian consumers directly through regional e-commerce platforms.6

Although XINGYUNSHI is a Chinese brand, its products have a substantial international collector-market presence. The brand is particularly suited to international distribution because anime and manga IPs are themselves global.

Japanese retailers carrying XINGYUNSHI products demonstrate that the brand has entered Japan’s established anime-merchandise distribution ecosystem. Likewise, international specialty stores and Southeast Asian marketplaces carry XINGYUNSHI products.6 The resulting business model can be summarized as Chinese product development combined with licensed international IP targeting the global anime-fan market.

XINGYUNSHI occupies a position between several categories, functioning simultaneously as an anime merchandise company, a licensed-character product developer, a lifestyle-goods brand, a collectibles manufacturer, and an e-commerce-oriented consumer brand. Its products are not limited to expensive collector figures; the catalog includes relatively accessible everyday items.

This creates several levels of consumer engagement:

• Entry-level merchandise: Badges, stationery, cups, umbrellas, small accessories
• Lifestyle merchandise: Bags, watches, household products
• Premium merchandise: Jewelry, special editions, and elaborate collectibles

This breadth allows XINGYUNSHI to work with a wide range of anime IPs.

Available Chinese brand profiles associate XINGYUNSHI’s parent company with the concepts of “卓越、创新、学习” (excellence, innovation, and learning).3 Its practical brand philosophy comprises three major elements:

Fan-oriented design

Products are designed around recognizable characters, symbols, colors, and story elements that appeal to existing fans.

Everyday usability

Instead of making every product a display collectible, XINGYUNSHI frequently applies IP designs to products people can actually use.

IP diversification

Working with many different franchises reduces reliance on a single anime or game and allows the brand to appeal to multiple fan communities.

There is an important complication when researching the name XINGYUNSHI. The Chinese name 幸运石 is commonly associated with the merchandise brand discussed above, and specialist merchandise databases identify XINGYUNSHI / 幸运石 as a Chinese company and brand associated with anime products.1

However, Hong Kong trademark records also contain a XINGYUNSHI / 幸運事 mark. Record number 306694642 shows a cloud-shaped logo containing “XINGYUNSHI” and the Chinese characters “幸運事,” with the listed applicant being 又一郎國際集團香港有限公司. Therefore, it would be inaccurate to automatically assume that every trademark, company, website, or seller using “XINGYUNSHI” belongs to the same legal entity. This distinction is particularly important when researching the brand for business, sourcing, licensing, or trademark purposes.

XINGYUNSHI is primarily known among anime and ACG merchandise consumers rather than as a mainstream consumer brand comparable to companies such as Casio, Seiko, or Sanrio. Its strongest brand recognition comes from its association with recognizable IP.

For fans, the attraction is often not simply wanting a XINGYUNSHI product, but rather wanting an official product featuring a specific anime or game. Consequently, the licensed IP often functions as the primary consumer attraction, while XINGYUNSHI functions as the product developer, manufacturer, and brand behind the merchandise.

A non-exhaustive selection of franchises associated with XINGYUNSHI merchandise includes:

• Naruto
• Detective Conan
• Hatsune Miku
• Fate
• Gintama
• Bleach
• Kuroko’s Basketball
• IDOLiSH7
• The King’s Avatar
• Mo Dao Zu Shi
• Spy × Family
• Link Click
• Perfect World
• The Legend of Qin
• Himouto! Umaru-chan
• Star Trek

The exact licensing status can differ by product, territory, and release. Individual products should be checked separately rather than assuming that every item bearing a franchise name has the same licensing arrangement.1

There does not appear to be a readily accessible, comprehensive official English-language corporate history for XINGYUNSHI. Accordingly, sections concerning its founding, corporate structure, and international operations rely partly on Chinese business directories, merchandise databases, marketplace records, and retailer listings. While useful for establishing the brand’s commercial footprint, these sources should not be treated as equivalent to audited corporate disclosures.

1. XINGYUNSHI – Companies — MyFigureCollection.net
2. Xingyunshi品牌_Xingyunshi好不好？_Xingyunshi是哪家公司的？_汕头市恒田网络科技有限公司 – 爱厂家
3. 「幸运石/xingyunshi品牌」幸运石/xingyunshi是哪个国家的品牌-什么档次，怎么样-排行榜123网
4. Xingyunshi品牌及商品 – 京东
5. Link Click | Backpack & Messenger Bag Xingyunshi FUNIMECITY Handbags – Funimecity
6. XINGYUNSHI | Anime Umbrella