Tongshifu (00664) saw its shares rise nearly 12% in early trading. As of the time of writing, the stock was up 10.05%, trading at HK$22.12 with a turnover of HK$10.6734 million.

The surge follows an announcement by the company's founder, Yu Guang, on social media late on May 27. He reported that merchandise from the collaboration between Tongshifu and the "A Record of a Mortal's Journey to Immortality" franchise generated sales exceeding RMB 22 million within just three hours of launch.

According to the 2025 Animation Market Analysis Report, "A Record of a Mortal's Journey to Immortality" ranked first among domestic animations with a cumulative annual viewership of 2.614 billion, establishing itself as one of the most influential works of the year.

A previous research report noted that Tongshifu leverages its original designs and traditional craftsmanship as competitive advantages. The company is expanding its product offerings from high-end collectibles to more accessible consumer goods, accelerating its offline retail presence, and building a loyal user community. This strategy, similar to that of Xiaomi's "Mi Fans," aims to reach a broader target consumer base.

Building on this foundation, the company is also extending its product boundaries based on its traditional craft system by exploring new materials. Through specialized sub-brands, it is developing product lines in gold, silver, and plastic cultural and creative goods, opening up significant long-term growth potential.