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| How Blood River Turned Used Costumes Into a Six-Figure Business |
Costume sales from Gong Jun's hit drama Blood River (暗河传) have stirred up quite the conversation online after the production managed to generate more than $180,000 USD in a matter of hours.
The studio priced each costume set at 20,000 yuan (around $8,930 USD), with 214 sets released and 202 snapped up almost instantly. For many viewers, the speed and scale of the sales were nothing short of astonishing.
Costumes Sell Out in Minutes
According to publicly available data, the sale went live on the production’s official Xianyu account without any flashy promotion or countdown.
Yet the moment the listings appeared, fans rushed in. Within minutes, 202 sets had vanished from the shop, and several items accrued waiting lists of more than 300 potential buyers.
One fan summed up the chaos neatly: “I saw the notice, clicked in, and it was already gone. One second too late, and that was it.”
Costume Sales: A Growing Global Practice
Selling screen-used costumes isn’t a new phenomenon. In fact, it’s a firmly established market abroad. Iconic pieces like Marilyn Monroe’s white dress have fetched jaw-dropping sums, selling once for $552,000 USD and later being resold for nearly half a million.
Even major props get in on the action: the Iron Throne from Game of Thrones was auctioned for $149,000 USD, famously bought by filmmaker Peter Jackson.
China’s entertainment industry has gradually joined the trend. Costumes from Sword of Legends, worn by Li Yifeng and Yang Mi, were auctioned off for more than 10,000 yuan. Sun Li’s ornate dress from Nothing Gold Can Stay sold for 21,400 yuan and was reportedly worn again at a wedding banquet.
Over time, what started as a fan-interaction gesture has turned into a fully monetised market.
The auction of Wen Kexing’s costume from Word of Honor is a well-known example, selling for 224,600 yuan. When combined with other prop sales, the total exceeded 880,000 yuan before the auction was stopped due to pricing complaints.
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| Blood River Sells 202 Costume Sets in Minutes: Smart Strategy or Fan Exploitation? |
A New Supply Chain Emerges
The industry has now built an entire ecosystem around these sales. Production companies partner with dedicated auction houses to store, promote, and sell used costumes. These companies earn commissions or profit from rising item value, making it a neatly organised business beyond simply “selling old outfits”.
Unlike auction-based sales, Blood River adopted a fixed-price model to avoid speculation and price inflation. This approach is seen by many as a more controlled and transparent method, keeping accusations of price-gouging at bay.
But Is It Fair to Fans?
Not everyone is applauding, though. Some critics argue that the practice risks taking advantage of fans’ devotion.
A previous controversy from Being a Hero still lingers, where costumes worn by Wang Yibo and Chen Xiao were cut into pieces and sold separately, with even T-shirt fragments going for 200 yuan each. Unsurprisingly, many fans felt the move crossed a line.
As costume-making has grown more elaborate, especially with the rise of traditional craftsmanship since Story of Yanxi Palace, costs have understandably increased.
Fans often view these pieces as meaningful souvenirs and are happy to pay for the emotional connection. But it raises the question of how far that sentiment should be stretched.
Merchandise tied to dramas is booming in China.
Beyond the usual posters and accessories, fans can now buy props, official soundtracks, and digital collectibles. Legend of Zang Hai sold a digital version of Xiao Zhan’s costume for 99 yuan, and it sold out instantly.
There’s even a trend of cross-industry collaborations, pairing dramas with fashion, beauty, or lifestyle brands to release exclusive items. This is all part of a growing IP ecosystem that keeps a drama alive long after its final episode airs.
What’s Next for Costume Sales?
While the debate continues, one thing is clear: the costume market is shifting from a niche hobby to mainstream business. Emotional value, exclusivity, and innovative merchandising are turning screen-used outfits into serious revenue sources. If a drama becomes a major hit, the returns could be massive.
Still, Chinese media such as Sohu Entertainment have urged caution, stressing two key points. First, merchandise sales shouldn’t be used as “proof” that a drama has become a nationwide success. Second, fans should spend responsibly and avoid letting emotions dictate their financial decisions.
For the entertainment industry, the expansion of merchandise marks a promising shift—moving beyond short-term buzz and into longer-term commercial sustainability.
Source: Sohu