Carmakers vie for Gen Z and anime fans at China Joy

Domestic carmakers and joint ventures showcased their tailor-made car models at the China Digital Entertainment Expo and Conference, or China Joy, from July 30 to Aug 2, in a bid to compete for young consumers as well as anime fans.

The companies unveiled car models designed in partnership with popular games, and also built immersive booths and painted cars with images from animated games to attract more customers.