Shanghai Wonder Festival WF

The 2025 Shanghai Wonder Festival Figure Model Exhibition was successfully held at the Shanghai New International Expo Center from October 2 to 3. This edition of the event was exclusively organized by Bilibili, positioning itself as “the world’s largest figure model exhibition” and attracting model enthusiasts from around the globe to gather in Shanghai.

In terms of scale, this year’s exhibition brought together over 400 brand exhibitors and more than 2,000 individual creators, showcasing over 100,000 figure exhibits, with offline attendance exceeding 120,000 within two days. Tickets for the first day sold out within four minutes, while the number of corporate exhibitors and individual creators increased by 33% and 11%, respectively, compared to the previous year. The number of licensed works also doubled year over year. At the venue, many visitors arrived with small carts to stock up on items, and the Bilibili designated member storage area was fully occupied by noon, reflecting an unprecedented surge in consumer enthusiasm.

This year’s exhibition featured a wealth of highlights, with international brands and domestic original creations competing side by side. Internationally renowned manufacturer Alter made its debut, unveiling multiple exhibition‑exclusive releases and new products; Kojima Productions presented unreleased figures and statues from “Death Stranding 2: ON THE BEACH.” Bandai Namco’s TAMASHII NATIONS announced the global premiere of the second installment of the METAL BUILD EX PROJECT, introducing new works such as the Digimon Omegamon and the Godzilla Triple‑Type Mech Dragon. Meanwhile, the domestic original brand 52TOYS launched the limited‑edition collector’s version of its first official novel, “BEAST BOX: Song of Metal,” and its co‑branded product with “Alien” sold out immediately upon release. Brucoco introduced a brand‑new category, “Building Block Cars,” along with three major Building Block Man series, debuting over 40 new products.

Special exhibition zones and concurrent events added further excitement. For the first time, the exhibition featured a joint zone curated by Liangxiao Society and Japanese artists, showcasing limited‑edition figures by artists such as Miyama Mai and saitom. Bilibili collaborated with global figure and model exhibitors to host more than 20 exclusive events, including global premieres of new releases, artist‑led exhibit areas, and free model‑assembly experiences for beginner collectors. A retro toy exhibition, themed marketplaces, and over ten live signing sessions with industry luminaries were also held concurrently.

The lineup of licensed properties reached a new high on this occasion. Bilibili continued to take the lead in opening up its own licensed properties, partnering with over 35 prominent domestic IPs to bolster the creator ecosystem, bringing the total number of collaborative IPs to 62—including 19 popular titles such as “Elden Ring,” “Dark Souls,” “Berserk,” and “Crayon Shin-chan.” Over 2,000 individual creators participated in personal pavilions, with a return rate of 74% among previous exhibitors, underscoring their strong confidence in the platform.

The guest lineup shone brightly. Guest director Shinji Higuchi, known for his work on “Neon Genesis Evangelion” and “Shin Ultraman,” kicked off the stage talks; concept designer Entei Ryu from Kojima Productions, freelance prototype artist Masato Ohatake, multi‑disciplinary creator Keiki Fujimoto, the acclaimed duo Naomi & Torami, SHIGETO KOYAMA, and saitom—altogether 12 top domestic and international artists and prototype designers attended in person.

The exhibition’s outcomes and industry response were overwhelmingly positive. A representative from MOSHOWTOYS revealed that last year’s exhibition‑exclusive items sold over a thousand units within two days, and this year they have maximized inventory capacity accordingly. Bilibili launched its first WF‑exhibitor‑only content exposure support program, providing hundreds of millions of impressions and prioritizing traffic allocation; meanwhile, the membership store opened dedicated sales channels, achieving seamless online‑offline integration and helping exhibitors expand their distribution networks. Attendees agreed that WF is not only an excellent platform for brand promotion and business matchmaking but also a crucial hub for understanding trends in the model‑toy industry and exploring pathways for developing domestically created IPs. From the breakout success of “Guochao figures” to the ecological development of original Chinese IPs, this year’s exhibition comprehensively showcased the innovative vitality and global influence of China’s model‑toy sector.

The 2026 Shanghai Wonder Festival Figure Model Exhibition is scheduled to take place in Shanghai in October 2026.