Card Game 'Gwandan' Spreading Across China... "More Popular Than Mahjong" [China Spotlight]

Poker Market Revitalized by Gwandan Popularity
Recognized as a Wholesome Game, Spreading to Younger Generations
Mahjong Modernized... 'Unmanned Mahjong Rooms' Emerging

The traditional game market in China is rapidly shifting from "Mahjong" to "Guandan." Guandan is a card game that has recently become popular in China and, with active promotion by Chinese authorities, is being recognized as a wholesome game for social activities, especially among government officials and financial circles, leading to its rapid spread.

Mahjong, which had lost popularity among younger generations due to its relatively old-fashioned and underground image, is now experiencing a wave of modernization. New venues targeting young people, such as 24-hour unmanned mahjong parlors, are emerging, signaling a market restructuring.

Guandan Emerges as a New Game Instead of Mahjong... Also Encouraged by Chinese Authorities

People enjoying Guandan at Haidilao. Photo by Baidu

"My 12-year-old son now refuses to eat unless he plays Guandan. Even after eating, if he doesn't play Guandan, he says the meal was wasted."

Last year, the General Administration of Sport of China released a document on the "Guandan Competition Rules," providing detailed guidelines on the competitive rules of Guandan. In January this year, the "Guandan Sports Association" was established in Shanghai, China. Even the famous Chinese hotpot franchise Haidilao prepared for customers to play Guandan while waiting for their food. Until now, games like Mahjong and dice games were dominant, but this was in response to Guandan's popularity.

As its popularity heats up, Guandan has rapidly emerged as a new social tool in business and political circles. Among foreign company representatives in China, there is even talk that to do business with Chinese officials, one must first learn Guandan. According to data from the National Social Organization Credit Information Disclosure Platform, as of April this year, there are 170 Guandan clubs nationwide. Among them, 46 were established within the past year. It is also said that the number of members reaches as high as 140 million.

Guandan is a card game played by four players forming two teams of two. Along with Guandan's popularity, poker (cards) sales are also on the rise. According to Chinese media Huanqiu.com, in Jinhua City, which has formed a poker industry network for nearly 50 years, more than 2.6 billion poker cards were sold and produced last year. The total production value exceeded 2.8 billion yuan (approximately 527.828 billion KRW). Experts explain that although poker games had been in a slump over the past decade due to the growth of internet and mobile games, Guandan's popularity has opened new opportunities for the industry.

Guangming Online commented on Guandan's popularity, stating, "Playing Guandan can improve memory, judgment, and analytical skills," adding, "These are important qualities for those running businesses and working in finance." It is not only easy to learn but also fosters teamwork when playing together, making it excellent for business negotiations and more. For this reason, Guandan is called an "intellectual sport."

Escaping Dirty Spaces, Transforming into Clean 24-Hour Unmanned Mahjong Parlors

The appearance of a 24-hour Mahjong room in China. Photo by Zhonghua Wang

As Guandan's popularity grows and young people drift away, Mahjong venues are modernizing to appeal to younger customers. According to Zhonghua Net, with the diversification of solo cultural activities such as self-service cinemas and billiard halls, 24-hour unmanned mahjong parlors have also appeared. Zhonghua Net introduced these places as modern and clean spaces, not the traditionally dirty image of mahjong parlors. Zhonghua Net reported, "Nowadays, Chinese youth do not consider Mahjong as gambling or just a holiday game," and "the number of places where you can enjoy mahjong games 24 hours a day by yourself is increasing."

Mahjong has held significant cultural meaning for Chinese people, as important as drinking and tea culture, and was regarded as more than a simple game but a national culture. However, due to its association with underground gambling, young people tended to avoid it. But with venues quickly adapting and the increase of mahjong-related content in internet and mobile games, perceptions are changing.

According to data released by Chinese e-commerce company JD.com in January this year, sales of mahjong tiles tripled compared to last year. Sales of mahjong machines increased more than sevenfold. Among buyers, those born after the 1990s accounted for more than 53% of purchases of mahjong tiles and machines. Additionally, sales of mahjong-related clothing products and interior accessories increased by 130% and five times, respectively.

Playing Mahjong in the movie Color of the Season. Photo by Movie Still Cut

Raised Mahjong tiles next to the hot pot plate. Photo by Baidu

In particular, the popularity of online mahjong games like "Zhuohun" has helped spread the appeal of mahjong. The popularity of the Japanese anime "Saki," which centers on mahjong, is also analyzed to have played a significant role in attracting young people in China.

Some suggest that the reason Chinese youth are returning to the mahjong market is due to the economic downturn. With consumer spending slowing, instead of enjoying shopping or dining out, they prefer playing mahjong, which requires limited costs and can be played in confined spaces. Young people who enjoyed various entertainment cultures such as escape rooms, karaoke, and poker games have ultimately returned to mahjong.