Communications in Humanities Research ISSN: 2753-7072
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Research Article

From Social Media to the Entire Industry Chain: The Growth Mechanism and Commercialization Path of Native IP-Taking Chiikawa as an Example

Wenhan HeCommunication University of China, Jiangsu* Chisan ZhangJinan University of China

* Corresponding author: [email protected]

Abstract

In the context of the evolving social media communication landscape, social media native IPs—characterized by lightweight content and strong emotional engagement—have emerged as a key driver of growth in the cultural industry. This study takes Chiikawa as a case to examine the growth mechanism and commercialization path of native IPs from content dissemination to industrial transformation. Grounded in theories of symbolic consumption, art therapy, fan economy, and the IP value chain, this research adopts a mixed-method approach combining literature review, case analysis, and questionnaire survey, with quantitative analysis based on 133 valid responses. The findings indicate that Chiikawa fosters emotional projection and builds stable user attachment through highly symbolic character design and narratives reflecting real-life pressures. Furthermore, the development of social media native IPs follows an evolutionary path of "symbol construction–emotional resonance–fan participation–industry extension," in which emotional value serves as the core driver of both content dissemination and commercial conversion. This study provides theoretical insights and practical implications for the sustainable development and industrialization of social media native IPs.

Keywords: Chiikawa; social media native IP; emotional value; fan engagement
Published: April 20, 2026
DOI: 10.54254/2753-7064/2026.BJ32890
Volume: CHR Vol.108
pp. 57-63
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