Although companies within the Kayou corporate group were established in 2011, the business did not commence 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 proprietary manufacturing facilities.

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 localised online stores and regional operations.2

Kayou positions itself as more than a trading card manufacturer, describing itself as a pan-entertainment cultural innovation company that integrates product design, licensed entertainment brands, original content, manufacturing, retail, and community experiences. Its business strategy revolves around three pillars: products, content, and experiences.

According to the company, it has built an integrated industrial chain covering research and development, manufacturing, printing, logistics, distribution, and marketing.1

Kayou manufactures a broad range of consumer goods across several categories.

Trading Cards

The company’s flagship business includes collectible trading cards, character cards, premium foil cards, box sets, tournament products, and limited editions. Many releases feature holographic cards, signature-style chase cards, serialised collectibles, and rare insert cards.

Stationery

Kayou produces pens, notebooks, pencil cases, school supplies, and creative stationery, often featuring licensed characters.

Toys

Additional product lines include figures, blind boxes, character merchandise, accessories, and gift products.3

Kayou is noted 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 invests in original artists from China, Japan, and South Korea while incorporating traditional Chinese artistic themes into its products.1

A distinguishing feature of Kayou is its vertically integrated manufacturing system. The company reports operating smart manufacturing facilities equipped with German Manroland automated printing presses, automated AGV logistics systems, integrated warehousing, and high-volume printing operations. These capabilities support the large-scale production of trading cards, stationery, and other paper-based collectibles.1

Originally focused on mainland China, Kayou has expanded internationally through localised operations and online storefronts serving regions including Japan, Hong Kong, Indonesia, Thailand, Singapore, the United Kingdom, Germany, France, Italy, Spain, the United States, and Vietnam.4 The company also participates in international fan conventions and collectible events to reach global audiences.

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 emphasises promoting Chinese culture through entertainment products while delivering high-quality collectible experiences.1

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 recognised franchises, investment in manufacturing, and expansion into international markets.1

• Collectible card games (CCGs)
• Trading card games (TCGs)
• Licensed merchandise
• Pop culture collectibles
• Animation merchandise

1. KAYOU—OPEN JOY
2. US About KAYOU
3. KAYOU株式会社
4. KAYOU