Photo by 汕头发布
Chenghai, Shantou, a renowned hometown of overseas Chinese in Guangdong, stands as the biggest toy production and trading base in the world, boasting the most comprehensive supportiveng system for the toy creative industry. Its key market — Chenghai Toys Wholesale Market, a pivotal hub for world's toy sourcing, includes Chenghai International Toy Trade&Logistics City (Bao'ao International Toy City), 1688 Chenghai Toy Sourcing Center, and Chenghai Plastic City.
Since the early days of China's reform and opening up, Chenghai had already nurtured a plastic industry of considerable scale. The city now accounts for approximately 50 percent of China's total plastic toy capacity and around 33 percent of the world's total. It leads the nation in the number of toy brands, IP authorizations, and patent grants, rolling out over 300,000 new toy models annually, with products exported to more than 140 countries and regions worldwide.
Photo by 汕头发布
Renovated with digital intelligence and IPs
Known as the "Capital of China's Toys and Gifts," Chenghai has established an integrated industrial chain covering R&D, design, manufacturing, and trading. It is reported that over 90 percent of toy components can be sourced locally, enabling the delivery of new products in as fast as 7 days and order fulfillment within 24 hours.
In its early stages, retailers in Chenghai Toys Wholesale Market focused on mid-range toys. Driven by AI technology and digital upgrading, "Chenghai Manufacturing" has been transitioned to "Chenghai Smart Creation." Remote-controlled toys and intelligent toys became mainstream products. Product range has also be expanded to all kinds of toys including those for adults, the elderly, and pets, catering to the diverse needs of global consumers.
Throughout the renovation, Chenghai has retained its core advantages, that is, a wide varied range, massive production scale, and competitive pricing.
Meanwhile, Chenghai's toy industry keeps building "Chenghai Brands" by enhancing original design and innovation. It has boasted a number of well-known homegrown brands such as Alpha Group, RASTAR Group, and Sembo Block. Driven by IPs, Chenghai has further strengthened its toy industrial chain with derivative industries.
Photo by El Viajero
Multilingual brand promotion and services
It's easily noticed that product packages in the Chenghai Toys Wholesale Market feature not only English but Spanish, German, Portuguese, Danish, and other languages. Signs in the streets also highlight companies specializing in exports to Thailand, Southeast Asia, Russia, Japan, and beyond. The vibrant scene of global trade echoes the prosperity of Shantou as a treaty port a century ago.
With the development of Chenghai Toy Creative Industry Belt and cross-border e-commerce, Chenghai has actively explored overseas markets with remarkable achievements. Toys are well-received by international buyers, with customers spanning over 140 other countries and regions including Europe, the Americas, the Middle East and Southeast Asia. According to customs data, Chenghai's total import and export volume reached 14.448 billion yuan in 2024, of which toy exports (including new business formats) accounted for 10.24 billion yuan—72.13 percent of the total export value.
At the 137th Canton Fair, Chenghai's toys made a standout performance. Eighty-seven local enterprises showcased over 2,500 new toy products across more than 200 booths, accounting for 90 percent of the total in toy exhibition area, which better demonstrated "Chenghai Toys" to global buyers.
The annual China Shantou (Chenghai) International Toys & Gifts Fair also provides a broad international platform. Despite sluggish global market demand, the previous session of the Toy Fair attracted buyers from 44 countries and regions, including 3,612 overseas purchasers. Buyers from Belt and Road countries increased by 65 percent year-on-year, while those from BRICS countries and South America accounted for over 40 percent of the total. On-site transactions and intended contracts reached 16.7 billion yuan.
In 2025, the Fair will be held at Shantou International Convention and Exhibition Center from October 23 to 26. With expanded scale, it's expected that over 2,000 well-known global brands, including enterprises from South Korea, Russia, Pakistan, the UK, and other countries and regions, will attend with exhibition pavilions. The event is projected to draw over 120,000 professional visitors.
Photo by Nanfang Plus, photographer Zheng Miaoxin
Chenghai International Toy Trade&Logistics City (Bao'ao International Toy City) Address: Junction of Jinhong Road and Lianxia Town, Chenghai District, Shantou City
1688 Chenghai Toy Sourcing Center Address: No. 10 Xiushui West Road, Chenghai District, Shantou City
Chenghai Plastic City Address: No.82-83, Building 5, Plastic City, Zhongshan North Road, Chenghai District, Shantou City
Reporter丨Zhou Jiyin
Editor丨Yin Juewen