TONGSHIFU (stock code: 00664) saw its shares soar by 11.94% during intraday trading on Thursday.

The surge was driven by an announcement from the company's founder, Yu Guang, who reported on social media that merchandise from a collaboration with the popular animation franchise "A Record of a Mortal's Journey to Immortality" generated sales exceeding RMB 22 million within just three hours of launch. This animation is one of the most influential works of the year, ranking first in domestic animations with a cumulative annual viewership of 2.614 billion according to a market analysis report.

The strong sales performance highlights the successful execution of Tongshifu's strategy to expand its product offerings and build a loyal user community, similar to Xiaomi's "Mi Fans" model, which aims to reach a broader consumer base and open up long-term growth potential.