As the era of emotional consumption dawns, IP licensing has emerged as a core engine for brand growth，injecting fresh momentum into enterprises. Companies like Kayou and Bubble Gum have successfully propelled cultural products globally through cross-border IP collaborations, winning favor in overseas markets and setting industry benchmarks.

Transcending simple manufacturing models, IP licensing builds emotional bonds with users, reshapes product value, and expands consumer demographics. For instance, Keep’s collaboration with Sanrio on the Hello Kitty fitness ring transformed a functional product into an emotional carrier. It attracted female users while also winning over male consumers who “run for love,” conveying unique emotional value.

Data from the 2025 China Licensing Industry White Paper reveals: In 2024, domestic licensed merchandise sales reached 155.09 billion yuan (up 10.7% year-on-year), with licensing fee revenue hitting 5.99 billion yuan (up 9.4% year-on-year).

Generation Z prioritizes emotional value, community identity, and co-creation experiences over pure functionality. IP not only significantly boosts sales profits but also strengthens brand loyalty. Companies should leverage IP licensing to integrate product innovation with emotional needs, thereby pioneering a second growth curve.